Tata Docomo: knife

The brief to DraftFCB+Ulka New Delhi was to communicate the brands Unlimited Plans. Though unlimited plans have existed in the market predominantly on data, there has always been a speck of doubt that comes with the word 'unlimited'. Because unlimited always used to come with hidden conditions. While the idea was to imagine all conversation as stories. And just as any break in a story - like during a TV show or a film - irritates the hell out of us, so does a break in conversation in real life taking place over the phone or the net. Thus, unlimited plans equal break-free conversation