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TATA DOCOMO:                From clutter
                             to different
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Tata DOCOMO Case Study

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Transcript of "Tata DOCOMO Case Study"

  1. 1. TATA DOCOMO: From clutter to different In January 2009, Tata DOCOMO (a rare partnership between the Tata Group of India and NTT DOCOMO of Japan) was soon to be the INSTANT SUCCESS eighth mobile operator in India’s telecoms clutterland. A land grab was rife: for the next 18 months, 10 million new customers a month were expected to join India’s 350 million existing subscribers. Strapped with confusing ‘talk more’ tariffs, unwanted charges, call drops and bad service, consumers were frustrated. The brand would need to change the rules of the game. Enough talking. Wolff Olins helped Tata DOCOMO shape the personality of its brand DO in the mould of a Krishna maverick spirit, deeply rooted in Indian mythology. The brand idea ‘DO’ meant it promised to be pioneering and unconventional, in turn inspiring and activating customers to do new, different and better. The brand captures the spirit of new India, shaping destiny not accepting it. We wrapped this with an unconventional visual identity that stands out in clutterland. Innovation workshops ensured the brand would launch with tangible per-minute billing and multiple tariff convention. Annual target in less than 90 days spectacular. It reached its annual target in less than 90 days, and in mobile customers. Its SIM cards were being sold at a premium in the grey market. Blogs and news articles highlighted that it has Wolff Olins Initial success has provided the momentum to create game- changing offers and reinvent the market. +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.

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