Tata Indicom being a energetic brand having a strong emotioanl connect with its customers as it urges them to listen their heart - "suno Dil Ki Awaaz".
Plot
The TVC is narrated throughout by Mehboob Khan Pathan, the father of the brothers. He recounts how the duo would never listen to anybody when it came to playing cricket, only their hearts.
They ignored their tearchers’ advise to leave cricket & study, their mother’s order to not play in the house (even though they broke vases & lampshades), and their father’s directive to not play in the mosque. Retrieving a cricket ball overcame the fear for personal safety, leading to their relatives fearing they were playing with their lives.
But what they really listened and adhered to was what their heart said, concludes the emotional father. The ad then shows Irfan and Yusuf playing in their ‘muhalle ki galiyan’ with the latter batting and the former bowling, when Irfan, carrying his tata indicom cell(obviously) gets a call from ‘abba’ asking them to come home for food. But these guys listen to their ‘dil ki awaaz’ (as usual) and continue playing.
Agency : Contract Advertising
My take on the Ad
The plot and the direction are beautiful. The advertisement manages to strike an immediate emotional connect with the viewers. The setting is such as that almost every Indian youngster has grown up around, kids playing cricket in the by-lanes & ignoring calls for food & study, breaking window panes.A dream to be successful and play for India. Watching the realization of this dream through the eyes of a proud father, brings a momentary warm feeling to the heart.
2 comments:
It seems Cricket is not just the biggest "religion" in India ,it is also a Mecca for all companies trying to advertise its products to a huge and diversified customer base.Following the successes of companies like LG,Hero Honda etc almost all companies now try to involve the ever so popular cricketers,and also the time slots of cricket tournaments.
This brilliantly executed script ,successfully appeals to both our nationalistic feeling,as well as remind us of our childhood dreams of being a cricketer.
However the ad is notably low on information about the product,or its USPs .No mention of its positioning is visible (either in price ,or penetration,reliability etc).
We know an Ad can serve to Inform,persuade,Remind,or Reinforce. This Ad is high on its ability to Remind ,and hence can be used as a Brand Building Exercise.
Thanks for your valuable insight... I completely agree with u on the point that companies are using cricket as a medium to advertise there products and diversify there customer base. When it comes to the Advertisement the copy was well executed and drafted keeping in mind the Target Group which "Emerging India" for Tata indicom. As correctly sited by you that this particular Ad lacks in Product information. This Ad was particularly made keeping in mind to inform, remind the customers about the brand. Tata Indicom also tried to building a long term relationship with there customers by encouraging them to follow their heart, their dreams and aspirations.
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