Tata DOCOMO launched in India in 2009 as the eighth mobile operator in an extremely competitive market. They partnered with Wolff Olins to develop a brand identity focused on being pioneering and unconventional, inspiring customers to "do new, different and better things". The 'DO' brand launched with innovative pricing plans and was an instant success, reaching its annual subscriber target in less than 90 days and becoming the fastest growing network in India with over 10 million customers after 18 months.

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.
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