The TATA DOCOMO advertising and marketing effort seems to have hit the bulls eye in a market where there are established players and with well entrenched networks.I think a clear and differentiated proposition "one second billing and even sms messages that are billed on the basis of the content seems to have clicked with customers who now seem to be "value" driven. Telecom advertising seems to have raised the bar with the Hutch campaign and the zoo zoo's from Vodafone, the airtel campaigns with people and drama, the idea people churning out ideas and connecting with music shows on regional channels, everyone seems to be walking the talk:)
http://www.business-standard.com/india/news/ttsl-bags-top-slot-againhighest-subscriber-addition/76903/on
The advertising effort:
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