Tata Indicom | Tata Photon+ | India

The creative execution revolves around the concept of ‘carrying speed in one’s pocket’. “We worked on the idea, based on the brand proposition of portablity and unbelievable speed. At the outset though we did not want to harp on about speed, because that becomes a game of constant catch up, and would have been too narrow based as an approach,” said Raj Nair, executive creative director, Contract Advertising. Nair said the challenge was to make the service appeal to the general audience, rather than focusing on the youth segment that tends to demand better online services.

The commercial is a montage of scenes from people’s daily lives. It looks into what people expect in life and introduces ‘speed’ as the next must-have.





Credits:
Project Tata Photon+
Client Tata Indicom
Creative agency Contract Advertising
Executive creative director & copywriter Raj Nair
Art director Manish Asgaonkar
Production company Ravi Udyawar Films
Director Ravi Udyawar
Exposure Television, radio, online, outdoor, cinema