Dialogue

Brand Speak

Tata Indicom has taken its brand campaign onto the digital space with Pmsproblems.com. The website, conceptualised by Media2win, aims to create a positive perception in the minds of telecom users about the superiority of Tata Indicom’s CDMA network through the campaign titled ‘Institute of Poor Mobile Network Syndrome’ (IPMNS).

Abdul Khan, Marketing Head, Tata Teleservices, noted, “This micro-site defines Tata Indicom’s attempt to reach out to all segments of consumers simultaneously in a 360-degree marketing approach using media and communication forms that are appropriate to those media.”

The campaign will focus on three critical aspects of telecom services: network coverage, call drops and voice clarity. The brand has adopted a 360-degree approach using television, press, outdoor, on ground and the Internet. The Internet activity follows a different route from the mass media campaign as the agency feels that this medium provides viral opportunities.

Commenting on the website campaign, Krishna Kumar, CEO, Media2win, said, “PMS is a problem that we all suffer from and it impacts our lifestyle. This critical insight gave birth to IPMNS. The films in particular has great viral potential and it’s the first time that a brand has embarked into creating professional films for the Internet.”

Cyrus Oshidar, Creative Head, Media2win, observed that he was proud of this effort and said, “This campaign takes us into a new direction as far as online creativity is concerned.”

The website will be promoted through an online media campaign across a range of websites from mainline portals to specialist sites, ad networks and search engine marketing.