MAM
Draftfcb Ulka rolls out campaign for DOCOMO’s latest offering
MUMBAI: IPG‘s Draftfcb Ulka has conceptualised and executed a new campaign for Tata‘s telecom brand Docomo. The campaign revolves around the brand‘s latest offering for its pre-paid users, an unlimited data plan.
The telecom category as viewed by the customer is infested with complicated tariffs, conditions on tariffs, riders on the conditions etc, leaving the customer perpetually wondering how much a call actually costs or what the bill would look like at the end of the month. The strategy was to play ‘unlimited‘ as the next big card for the brand to present it as Tata Docomo‘s way of life when it comes to telecom.
Tata Docomo head – brand marketing Ritesh Ghosal said, “Unlimited benefits without the imposition of conditions is fresh paradigm in the category and we believe that played the right way, unlimited products can add a tremendous boost to the growth of the brand.”
The communication challenge for Draftfcb Ulka was to pitch Unlimited Plans on a consumer proposition that the consumer could easily connect with at a life level. The idea was to inform the consumers about the abundance of entitlements that unlimited plans bring to the consumer‘s life. The communication idea revolves from the insight that ‘People get irritated when a good story gets interrupted‘. The promise of the brand that emerged was to help complete every incomplete story in life with Unlimited Plans.
Draftfcb Ulka senior creative director Vasudha Misra said, “The idea was to imagine all conversation as stories. And just as any break in a story – like during a TV show or a film – irritates the hell out of us, so does a break in conversation in real life taking place over the phone or the net. Thus, unlimited plans equal break-free conversation.”
Draftfcb Ulka SVP Sridhar Iyer said, “In this campaign we‘ve played the word unlimited in a refreshingly different way steering the viewer away from suspicion and cynicism which is normally associated with this word and yet hammered home the product message strongly.”
A series of five TVCs has been created to bring alive the proposition of Unlimited Plans. A 360 campaign has also been rolled out to create a surround for the consumer and map the product in the consumer‘s psyche through powerful contextual messaging. The TVCs are produced by Footcandles production house.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
