Every second counts…..

Presentation on “TATA DOCOMO”

Ad Campaign
Presented By:

MADISON

Do Communications Over
the Mobile Network
• Brand Profile: TATA DOCOMO
• Launched on June 24, 2009 in Tamil Nadu circle.
• Collaboration between Tata Group & NTT DO CO MO.
• NTT DO CO MO acknowledged player in 3G technology.
• Presence in 775 towns & 4370 villages.
• 3G ready network.
• Pay as you use scheme.
• Objectives Of The Ad Campaign:

 1.Awareness

 2. Information
 3. Attract Customers
 4. Creating Desire.

 5. Provoke To Take Action.

 6. Reminding.
Geographical Location:
Kolkata(Central)

* Dalhousi
* Esplanade
* Park Street
* Maidan
* Rabindra Sadan
* Chandni Chowk
* Central
 Selection Of Media
INDOOR
•NEWSPAPERS
•MAGAZINES
•TELEVISION
•RADIO
OUTDOOR
•BILL BOARD
•ELECTRONIC BILL BOARD
•PLASTIC CARRY BAG
•METRO
Interactive
Search Engine
Social Networking Site
• Print Advertisements
Times Of India Advertisement

1 Second can make a

difference….
Now call at 1 paisa/Second with-out any special pack with
TATA DOCOMO.
India Today Advertisement

Now call at 1 paisa/Second with-out any special pack

with TATA DOCOMO.
 Desh Advertisement

Human Beings Use only 10% of their brain,

But you can use 100% of your mobile
Talk Time with our per second billing..

Now call at 1 paisa/Second with-out any special pack with

TATA DOCOMO.

Every For details visit www.tatadocomo.com

second
• Interactive
Media
Interactive Media(Yahoo)
Interactive Media(Orkut)
Desh Advertisement

It Takes 1 second to make a wish…

Don’t let your seconds waste.
Now call at 1 paisa/Second with-out any special pack with TATA
DOCOMO.

Every second counts…..

For details visit www.tatadocomo.com
BILL BOARDS..
 1 paisa per second billing
Diet SMS
3G Ready Network
GPRS
All over India Network Coverage
AND MANY MORE

THEN WHY REPEAT YOUR

SELF?
Do the new.. Try
Us…
For details visit www.tatadocomo.com
• :

Why live in the past?

Do The New.

Enjoy 1 paisa/second
Call rate with us..

For details visit www.tatadocomo.com

 Radio Jingle
• Ab Call Ke Jie 1 paisa per second
TATA DOCOMO k sath pure India me
kahi pa vi.
• 1 country 1 phone 1 paisa
DOCOMO TUNE
 Story Board
• Scene1. Two friends are going for a holiday break.(They
are in a railway station)
• Scene2. (During Vacation) 1 of the friend gets irritated
due to incoming calls.
• Scene3. The other boy asks him the reason.To which he
tells , The reason is high roaming charges.
• Scene4. The other boy smiles and says Use DOCOMO
and be free from incoming chrage worries.

• 1 paisa per second even while

roaming across India on all networks.
 Media and Vehicle:
(Details)
Media Vehicle Size Time Frequency
(Indoor) (3 months)

News Paper Anandabazar Full Front Page 1st week Once

Front Page Top Of
The Paper 2nd Week Twice
1/4th Front Page 3rd Week Once
½ Last Page 4th week Once
Times Of India DO DO DO
Magazine India Today 4th Full Page Once in a Month monthly
Desh 4th Full Page Twice in a Month Once in a Month

Radio 98.3 20 seconds 7am-11 am 15 Times

Good Morning
Kolkata
93.5 20 Seconds 9 pm-11pm 15 Times
SMS
Tele Vision Star Anand 30 Seconds Prime time 2wice/day
 Cont..
Media(Outd Vehicle Size Place Duration
oor)
Outdoor Bill Board Standard Park Street 3 months
Crossing.
Sealdah
Station.
Exide
FlyOver.
Outdoor Electronic Bill Standard Esplanade 3 months
Board

Outdoor Metro Ad Standard Metro 3 months

Compartments
Space

Plastic Carry Citymart Standard One side 3 months

Bag PlanetM
Bigbazaar
 Interactive Media
• Yahoo Home Page
• 300x250
• IN Front Page
• graphical banner
Flash 30KB;
• Animation :Base:10 secs / Expand: 8 secs
• Rate:9,200 per month.(per click Extra)
• Approx budget : 27,600+ 90 Rs per click (Approx
3000 clicks For 3 months)=
27,600+2,70,00=2,97,600
• Orkut
• 300x250
• Home page top right corner
• graphical banner
Flash 30KB;
• Animation :Base:10 secs / Expand: 8 secs
• Rate:10,000 per month.(per click Extra)
• Approx budget : 30,000+ 100 Rs per click (Approx 3000 clicks For 3
months)=30,000+3,00,000=3,30,000
 Budget
Rates Cost
Times Of India 6,81,00,750

AnandaBazar 5,47,99,200

India Today 1.5 Lacs

Desh 3.3 Lacs

98.3 fm 25.35 Lacs
93.5 fm 2.1 Lacs
Star Anand 27 Lacs
 Cont..
Bill Boards 2.7 Lacs
(Normal)
Electronic Bill 1.35 Lacs
Board
Metro 3 Lacs(Approx)
Internet 6,27,600
Carry Bag 1,62,000

• TOTAL COST= 13,03,19,550

 Brand Endorser
• Sourav Ganguly.
• Rate: 25 lakhs

• Total Budget: 13,28,19,550

 K Y OU
TH A N
------ARINDAM DEY
(xcellent.dey@gmail.com)