Tata Docomo: vicky

This ad from Draft FCB New Delhi was created a couple of months ago when Mobile Number Portability was introduced in India.

To drive conversions and at the same time guard its own base, competition was amplifying the pain points in the category and started offering reassurance on basics of telecom i.e. pricing, network & customer care. In this hype the challenge for us was to be different and to leverage on the goodwill of our brand.

We saw opportunity in the insight that people live as groups, they work in groups and they also connect as groups.

Hence, the idea was to even motivate them to switch as groups.

Therefore, we capitalized on this insight by opening up a window for consumers to move into our new world of freedom along with their group. Leading to the big idea - Be the flagbearer of change. Move with your group to our world of freedom.