BANGALORE: Mobile services provider Tata Indicom (Tata) has announced their new initiative 'Non Stop Mobile' with a catchy phrase 'Chal Chala Chal'. This scheme, applicable across twenty circles and 1500 towns where Tata has a presence, was launched simultaneously today in seven to eight cities all over India including Bangalore and Mumbai.
 

 
The new scheme comes bundled with five handsets - Indicom Star, Indicom Ace, Samsung Neo and Kyocera priced at Rs.3,999, Rs.2,499, Rs.2,999, and Rs.3,249 respectively, with the price for the Nokia 2112 bundle to be announced shortly. Theses prices are all inclusive across India and an Rs 50 talk time valid for a period of two years from the date of activation, stated an official release.
Incoming calls within the circle will be free for a period of two years from the date of activation, even if there is no balance amount left on the pre-paid subscription. During roaming the regular True Paid scheme conditions will be applicable. This Non Stop Mobile scheme will end on 30 November, the release adds.

 
 
Tata Tele Services president-marketing Harish Bhatt said during the Bangalore launch "TTL is lighting a fire in the world of mobile communications which will change the way Indians talk forever. We are deeply committed to translating the Tata vision into the field of communications bringing a fair deal and a better quality of life to millions of Indians with this unique service."
Tata has a new television commercial (TVC) created by MacCann creative head Prasoon Joshi starring Tata's new ambassadors - the husband and wife duo of Ajay Devgan and Kajol up its sleeve to promote the new scheme.

 
 
In the TVC, Kajol (Sweety) is a newsreader on a presently fictional Tata Mobile News Channel who announces the public reaction to the 'Non Stop Mobile' scheme and takes us to colleague Bankleshwar Prasad (Ajay Devgan) who is in Goa via live video. The camera pans a jubilant mob surrounding Devgan who announces the excitement around the 'Non Stop Mobile', and urges all to sing a number from the film Bobby. The camera now pans back onto the news studio and catches an embarrassed Kajol swaying to the tune of this number. The TVC ends with the catch line Chal Chala Chal mouthed by Devgan.

A budget of Rs.30 - 40 million has been earmarked for the campaign 'Non Stop Mobile' including TVC's, according to Bhatt.