MAM
TTL integrates all brands under Docomo
BANGALORE: Telecom major Tata Teleservices Ltd (TTL) today unveiled a technology agnostic structure to leverage emerging market opportunities. To this end, the company has brought its CDMA, GSM, 3G and Photon platforms under one brand – Docomo.
Starting today all its non-Docomo subscribers (excluding T24 subscribers) will be migrated to Docomo.
“This marks TTL’s evolution from being just an access provider to a multi-platform telecom applications and solutions organisation with one single brand – Tata Docomo-for customer connect, ease and delight,” said TTL executive president of Mobility Business Deepak Gulati. “Our new strategy will unify our brands and unlock the synergies across CDMA, GSM and 3G platforms and will enable us to give our Tata customers a new world of telecom and lifestyle impacting experiences.”
“Our research shows that customers are not interested in the technology that is used to bring a service to them, just the end result,” revealed TTL Regional Head (South) Yatish Mehrotra.
Also starting today, to create awareness about its brand integration, a new multi-media campaign will be rolled out by TTL. “We will be using a 360 degree approach – across mediums – this includes television, print, outdoor, in-store, etc. A mutli-media campaign strategy is being worked on,” said Mehrotra.
Three TVCs have been shot, out of which two will start airing on the national general entertainment channels today. Regional channels and/or sports and news channels may also be used once the communications in regional languages are ready.
Rediffusion handles the creative work and Lodestar the media buying duties for TTL.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
