Tata Indicom commands the highest brand recall and awareness: Survey

Sept. 26, 2007 - PRLog -- Mumbai: According to a survey conducted by global market research agency Synovate, Tata Indicom, the retail brand of Tata Teleservices Limited, has been positioned as the numero uno by television viewers in major Indian metropolitan cities. The survey says: “The innovative use of a character being positioned appreciably, rather than celebrity presence, has worked well in the Tata Indicom ads.”

In the survey, Tata Indicom rates highest in all three categories of Brand Recall (90 points), Brand Awareness (94 points) and Ad Reach (85 points). The ad campaign leaves behind other brand campaigns by companies like Airtel, Asian Paints, Pepsi and Lays, with much higher scores. Airtel and Asian Paints were ranked second and third in the survey, respectively. The survey was commissioned by Mint.

Mr. Abdul Khan, Head of Marketing at Tata Teleservices Limited, said, “We have always believed that the most important element in an advertising campaign is to establish a connection between the consumer and the brand. Tata Indicom’s TV commercial connects with the consumers in a unique way—it brings out the relationship between an individual and his/her phone in a simple manner, which is fairly appreciated in the advertising world. We are grateful to our consumers and endorsers who have made this campaign a success. We incessantly endeavor to bring out the best for India, both in terms of our offerings and campaigns.”

The Television Commercial
The television commercial features a girl, sitting in a locker room and chatting with her friend with a stop watch in one hand because she is worried that the talk time will run out.

The Tata Indicom brand ambassador, Kajol, than moves in the scene and introduces this girl to Tata Indicom’s freedom call offer that ensures free unlimited talk time on the Tata Indicom network.

The freedom Call Voucher offers free and unlimited outgoing calls to any local Tata (fixed and mobile) phone. Available at Rs 325 with a validity of 30 days, Freedom Call Voucher gives Rs 150 bonus talk time for other calls. It also offers attractive rates for calling other phones -- local mobiles at Rs 0.49/min and local fixed line at Rs 0.99/min.

The advertisement agency for the campaign is FCB Ulka.

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About Tata Teleservices Limited

Tata Teleservices is one of India's leading private telecom service providers. The company offers integrated telecom solutions to its customers under the Tata Indicom brand, and uses the latest CDMA 3G1X technology for its wireless network. Tata Teleservices operates in more than 3400 towns across 20 circles i.e. Andhra Pradesh, Chennai, Gujarat, Karnataka, New Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kolkata, Kerala, Madhya Pradesh and West Bengal. The company has a customer base of over 19 million.