How To Get Free Recharge On Tata Docomo?

What has been and can/should be the brand strategy of Tata DoCoMo as an Indian mobile services operator?

• My view in brief:   Tata DoCoMo aimed at starting out with a bang - the big, noisy, abstract DoCoMo jingle theme. Rendering the brand in a happy light - not much meaning, but happy, still. The brand continued with the similar line of messaging as it faced ups and downs in the market. Couple of years back, and possibly after realising that it had never really pitched objectively about its services, it started with a network quality focused campaign. The ads depicted people in unreasonable, unusual places, receiving phone calls at odd times. I snickered at one of those ads, but mostly because I felt sad that Tata DoCoMo felt so strongly committed to using its 'DoCoMo DoCoMo'jingle, so as to force fit it at the end of each one of its commercials. Lately they've started this attempt to create a new image for the brand. The Open Up campaign seems semi-inspired by Nescafe and partly by Idea Mobile's own attempts at creating viral advertising. But Tata DoCoMo didn't even bother to get an Abhishek Bacchan equivalent. And the humor is extremely sundry. The recent advertisement features naked kids dancing to a popular bollywood song. They could have used cats as well - they have brilliant sensory impact on viewers of all ages.

• Answer:

  Docomo should differentiate their service and offer something new in the market. They have over 10 million fans on facebook and cant manage to come up with a good quality campaign. The talk to us campaign was confusing as well. Why should I tell a docomo about how I dont like them, when I can just switch service to other providers. How do I know if docomo will do anything about it? My other issue is with celebrity endorsements. If the ambassador doesn't fit, then the campaign doesn't either. They should focus on marketing themselves as the younger brand in a market full of oldies. Focus on high tech marketing activities, guerrila marketing, viral campaigns, and university campaigns. Talk to customers and find out what they really want from their service providers.