Mobile service provider Tata Indicom’s ad for its high-speed Internet device, Tata Plug2Surf Whiz, created by FCB-Ulka Advertising Pvt. Ltd, features a group of girls at a coffee shop. One, a model, gets a call from her agent asking for her photographs immediately. Brand ambassador Kajol steps in to offer them the new Net device. Nitin Karkare, chief operating officer, FCB-Ulka Advertising, tells us how the team zeroed in on this concept. Edited excerpts:
What was the client’s brief?
The brief was quite simple: The number of people using laptops is growing rapidly, as is the need for good wireless Internet connectivity—that is why the company launched Tata Plug2Surf Whiz.
How did you zero in on this ad?
We decided not to just promote the service. In the Tata Indicom ads, we have always highlighted the problem consumers face with other service providers. A service like this could be life altering. The urgency of the matter is communicated when the girls say “Now? How?”. The whole idea was to dramatize the problem and come up with a solution.
While we could have executed the same idea in a corporate set-up, likeability is a very important consideration. The scenario of the girls at a café fit right in. It was something our consumers could identify with. And, the concept worked for the clients, too. It went like a hot knife through butter.
You have a dedicated team that researches consumer insights on the brand. How does it work?
The first step is asking consumers what they like and don’t like about the product. We then base the creative on the aspects they like, and do a creative pre-test with a storyboard. That is when we assess factors such as likeability and comprehension. Another pre-test is done before the launch.
This process is extremely long, but we are adequately staffed to meet deadlines.