MUMBAI: TATA Docomo's latest outdoor campaign rolled out in Maharashtra circle highlights the company’s latest tariff plan, where all local calls would be charged at only 20 paise per minute, making it the most unique offer in town. The campaign tag line 'Ab Baaton Ko Lag Gaye Pankh', communicates that TATA Docomo now gives consumers the 'wings of freedom' to talk endlessly without worrying about the tariffs.

Milestone Brandcom has innovatively conveyed this message by adding dynamic flapping 3D wings on billboards in a synchronised motion. The campaign duration was three weeks and the innovation  has been executed in Pune and Nagpur.

Commenting on the campaign, Anupam Verma, COO, TATA Docomo, Maharashtra Circle, said, “The communication objective was to communicate the offer in the most unique way to attract maximum eyeballs and garner mindshare. The gigantic wings flapping on the billboard indeed created talking points for the brand and communicated the offer in the most attractive way, breaking through the clutter."

Pramit Mehta, business head, Milestone Brandcom, said, “Given the tough competition in the telecom circle, the main challenge was to communicate with the audiences in the most unique way to register the latest offer from TATA Docomo.  The brand which is positioned as the most innovative service provider with its unique offers and services required a differentiated approach towards messaging its latest offering for consumers."

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