Tata Docomo promises to offer 'Har Baar More'

Tata Docomo has launched a slew of new recharges that are designed to deliver ‘More value on every recharge occasion’ for the consumer. This ‘Har Baar More’ range has some unique & insightful products including specific ranges of recharges with More Validity (Stretch Recharges), More Quantity (Power Recharges) and a combination of More Data & More Talktime (Combo Recharges).

The campaign aims to launch this range and reinforce the commitment of Tata Docomo to provide quality services at affordable prices through its innovative offerings.  This recharge based range will promise life-cycle value, long term relationship - for different people with varied talk time and data requirements and will not be restricted to only the first time recharge.

Speaking about the idea come up and the rationale behind the same, he said, "The Tata Docomo as a brand believes in the power of expression, the power of raising ones voice and saying what one truly believes. This campaign simply takes the next step in the brands journey through the launch of a range of recharges that offers ‘Har Baar More’ hence enabling consumers to open up & express themselves more often."

The campaign TVCs bring out the belief, that if one expresses oneself freely, it has the power to bring positive change whether in a person’s personal life or in the society around us. For example, the ‘Scream’ TVC showcases a slice of life incident where one woman chooses to NOT stay silent and use the power of her expression. The magical effect of that single act of expression is visible not just in the outcome of the situation but also on the protagonist herself with the pleasure of having done it… a true inspiration for all of us! to raise our voice for what’s right, to Open Up to the magic that’s inherent in all of us

The Tata Docomo brand idea of Open Up is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime. "Building on this core human insight, the brand inspires people to express their real selves and the “Har Baar More” recharges offer more validity / data / talktime to enable people to this more often via telecom. The brief hence was to simple weave the demonstration the brand’s core belief in the power of expression with the enablement it is offering in telecom through the ‘More’ range, he adds.

The campaign is supported by a high decibel TVC campaign with 360 surround including Digital, OOH, local media as multiplier vehicles in all our key markets.

Tata Docomo recognizes Digital as the one of the most effective mediums to drive engagement and consumer connect, especially with youth. "Our digital strategy is based on five core objectives of building engagement, establishing one-to-one conversations, advocacy through positive WoM, constant accessibility to consumers and provide them a platform to voice their concerns/build connect with the brand. In this campaign, in addition to the usual digital initiatives we are focussing on driving fulfilment of these recharges through our eShop, an e-commerce portal through which customers can buy them from the comfort of their homes," Ghosal adds.

In terms of USP, Tata Docomo has always aimed at providing not just affordable tariffs but innovative and insightful products that deliver against very specific consumer needs.  The latest product range of “Har Baar More Recharges” follows a similar philosophy. For example, our Stretch Data Recharges are relevant for those consumers who end up wasting a lot of data in expensive monthly plans. Stretch recharges provide ‘More’ validity, so that the consumer can consume data without the pressure of worrying about expiring validities. Similarly, Combo Recharges offer ‘More’ data & ‘More’ talktime together with the added convenience of a single recharge for the month. Another range of Power recharges is relevant for users who are always on the lookout for more data/talktime on their current monthly packs or have been hit hard with the recent price increase/validity decrease. These products offer value with a larger quantum of data at a price better than that available in the market.

Looking at the growing evolution of mobile and internet, Ghosal believes that Mobility is the biggest trend in the world of telecom today. With the stupendous increase in the number of smart devices, the significance of internet is more than ever. With that increase, it is becoming more and more important for telecom companies to enable penetration of these two in all markets alike. "For us, it is essential that we offer plans that ease people into using mobile and internet in their daily lives. Greater value of internet can also be attributed to the rise of social media and its impact. Taking that into account, we also constantly focus on coming up with specialised content for these platforms to ensure a constant and healthy relationship with the existing and new customers. From specialised data plans to associations with WhatsApp and YouTube, we have exhibited the proactiveness that a telecom player like us should," he adds.

Right from the time Tata Docomo was launched it has continued to behave in a manner that separates it from the competition. Tata Docomo’s approach has been to be refreshingly different and its single point agenda has been to simplify consumer’s lives.

Some of the Industry leading innovations that Tata Docomo has driven in the industry include - Per Second Billing that ensured that the customer paid only for what she used, ‘Balance on demand’ & ‘Post call notification’ services which broke the telecom smoke-screens with billing transparency, and the list goes on. The latest launch campaign of the “Har Baar More” range of recharges is just another step in the same journey of developing long-lasting consumer relationships through innovative & affordable plans and quality services.