Docomo- do the new !

Docomo is on a roll because its brilliant, simple and clutter breaking schemes are being backed up by an equally excellent advertising campaign .

After faltering initially in the mobile telecom sector with Tata Indicom,Tata has become the category trend setter with Docomo.

It remains the few left in the telecom sector not to ever use star celebrities. It doesn’t need to ever .Telecom is a service .That Docomo provides with excellence and the hence already has that intangible irrepressible brand buzz.

Because it came up with pay per use..which gave the impression that the other operators were cheating us with higher tariffs.

Then came their pay per site plan especially targeted for social networking addicts at just Rs.10 a month. The two ads featured a guy obsessed with his muscles and another with an aunty obsessed with knitting.

Advertising is about customer insights.No one would ever give ISD calls at 1 paise/sec pulse ..but Docomo will in the Gujarat sector ..cos gujaratis always have and always will call their non resident relatives and friends in UK and US.

And how’s this for an ad banner tagline?

Because Gujarat lives outside India too.

To the point and straight to the point.It is as if they are saying, try not to buy .With such schemes it’s almost irresistible.By the way the advertising agency is Draftfcb+ulka.

Docomo has been a game changer with its schemes and clear cut advertising

Each of its ads showcases the situation very subtly and metaphorically. It manages to do what is very difficult to achieve – simplicity and elegance. Docomo has kept it simple, even its instruction manual.

They didn’t overcharge, they didn’t decide for us, didn’t put restrictions, they just played fair.

Docomo is true to its tagline.Do the new!