Tata Docomo has launched a series of 8 Television Ad’s that will magnify the theme ‘no getting away from the network that connects always.
This message is reinforced with a strong support basis the TRAI Quality of Service report for all operators.
As per this report, the Tata DOCOMO network delivers on all network quality parameters, as set by TRAI.
Over the last 2 years, they have been able to complete the ramp-up of their network to support 2G as well as 3G services.
Most of the communication around network by various operators in the category previously has ended up narrating a storyline on the strength of network, primarily around the expanse of coverage.
However, over the last few years and more so, since launch of 3G, the erratic network connectivity even in ‘covered areas’ has become a key irritant for the consumer.
In fact, ‘continuity of network’ is emerging as a stronger driver of network satisfaction than geographical expanse of coverage. The new communication from Tata DOCOMO hence maintains a humorous tonality while delivering network assurance across all the TVCs.
They have tried to talk up their network delivery with this new ‘continuity’ dimension in a manner that consumers decipher the benefit of a network in their own manner.