Tata Docomo aims to increase brand awareness, engagement, and followers among 16-35 year olds on social media. Their strategy includes running contests on Facebook and Twitter that encourage self-expression and showcase unlimited fun with Tata Docomo. On Facebook, a contest asks users to create a collage showing themselves in at least 20 moods, relating the brand to loving yourself. On Twitter, contests drive traffic to the Facebook page and allow sharing feelings and talents.