MUMBAI: Draftfcb+ Ulka has rolled out a new campaign for Tata Docomo. The ad film showcases how different brands, products, services and people are associated with the telecom brand and how its network touches everyone‘s life, everyday. As a part of this campaign, the agency has created four ad films.

The television commercial has tried to show that Docomo‘s network is behind numerous things such as a pizza getting delivered to you, reading a newspaper wherever and whenever you are.

All the ads showcase foreign tourist couples roaming on the streets of Chennai. As they go on exploring the city, they get completely surprised by the Docomo signature tune which keeps playing at every place they go. As the film proceeds, the curiosity keeps on building up between the couple who are completely confused at the source of the sound. As the couple‘s curiosity reaches a high the source of the sound is revealed as somebody or the other is using the services which Tata Docomo‘s network supports.

The master TVC is 55 second long and there are three shorter edits of 25/30secs. The ad films have been produced by Chrome pictures and ably executed by Hemant Bhandari.

Tata Docomo head - brand marketing Ritesh Ghosal said, "The fact is that there is practically always something around you that is working on the Tata Docomo network. The creative execution for this campaign in a very unique style communicates this almost as a truism, the fact that you can‘t escape the Tata Docomo network in your everyday life. Making the message playful and not pompous."

Draftfcb+ Ulka SVP Sridhar Iyer added, "Tata Docomo touches the everyday life of its consumers not just through a handset but also through the services of some of the biggest enterprises they rely on, and this has been depicted in a playful manner through an execution that highlights the ubiquity of the network in everyday life of its consumers."

The senior creative director is Vasudha Misra and creative team consists of Robin Thomas, Arjun Suri, S.V. Srinath, Raj Shukla, Vikash Kumar and Bala Subramanian. The campaign on TV would be adequately supported with a 360 degree campaign on print, outdoors and retail.