Ranbir Kapoor’s New Look Spells Magic! - Tata DoCoMo

PRESS RELEASE

Ranbir Kapoor’s New Look Spells Magic!

Tata DOCOMO’s New Campaign is Refreshingly Different

 Be Smart, Pay Per Second: virtues of per second billing allows customers to save up
to 23% on their mobile bills

 Campaign refreshes Tata DOCOMO’s core service differentiators of no fine-print, no
hidden conditions and no unwarranted balance deductions

 Ranbir Kapoor is endearing in his all-new, unimaginable avatar in IPL Season 5 Refresh

the core service differentiators of Tata

Mumbai, 04 April 2012: Cutting through the clutter that the Indian telecom landscape finds itself in—
with customers forced to jostle with confusing and complicated products, services and tariff plans—Tata
DOCOMO is doing a standout act yet again, with the launch of its new brand campaign that urges
customers to pay by the second, always.

Scheduled to go on air with the Indian Premier League Season 5, the new brand campaign is simple,
drawing attention to the ridiculousness of service paradigms in telecom. The campaign refreshes the
core service differentiators of Tata DOCOMO—no fine-print, no hidden conditions and no unwarranted
balance deductions. Tagged as innovators and the first to introduce the concept of Pay Per Use, the
brand, with this unique campaign, reinstates the message that paying by the second always benefits the
customer. Tata DOCOMO charges the customer on a per-second pulse—not by the minute—leading to
saving of up to 23% on mobile bills!

“With this campaign, we are reinforcing the core proposition of the brand, and reiterating the service
differentiators that brand Tata DOCOMO offers to its customers,” Mr Gurinder Singh Sandhu, Head,
Marketing, Tata Teleservices, said. “The idea here is to communicate effectively the unfairness and
rigidity that exists in the telecom industry, and this has been beautifully conceptualized and executed by

way of drawing analogies with another service industry—an eatery, manned by a grumpy yet endearing
old man; the restaurateur!”
Commenting on this new avatar, Tata DOCOMO’s brand ambassador Ranbir Kapoor said: “This is a
unique approach to advertising and I am very excited to be part of it. With this campaign, we are
attempting to be really different—and I am sure people will like it. The campaign reflects values that I
believe in personally—transparency, honesty and true value. This is a brand that believes in DO, and that
also strikes a strong chord with me.”

In every promo, Tata DOCOMO differentiators have been talked about, highlighting the specific
consumer pain points that have been contextualized with similar parallels in the restaurant. Be it the ‘No
Unfair Balance Deductions’ or ‘Enjoy the Best Internet Experience. Always’, Ranbir the restaurateur uses
innuendos and raillery in an uncharacteristic gruff voice to flummox the customer, while driving home
Tata DOCOMO’s central message in a lucid yet rib-ticking manner.

In continuation to its first series of ‘Keep it Simple, Silly’ campaign, this IPL Season 5 will see Tata
DOCOMO launching a “simple” yet “refreshingly different” approach. “While the first set of exciting
promos tickles the audience and drives home our key message, we will be expand the ambit and
messaging, with various other marketing initiatives also pushing the message. The TV campaign will be
supported with a brand surround campaign—print, outdoors, on-ground and retail,” Mr Sandhu added.

Tata DOCOMO is involved with IPL as an associate sponsor with its leading wireless broadband service
brand, Tata DOCOMO Photon Max, which was recently conferred the ‘Product of the Year 2011’ award
for ‘Best Innovation’ by AC Neilsen. Tata DOCOMO has been able to foster a strong brand-customer
relationship by offering uncomplicated telecom solutions with no hidden conditions or unwanted service
activations.

About Tata Teleservices Limited
Tata Teleservices Limited is one of India’s leading private telecom service providers, having a pan-India presence
across all of India’s 22 telecom Circles. The company offers integrated telecom solutions to its customers under the
unified brand name Tata DOCOMO and operates its wireless networks on GSM, CDMA and 3G technology
platforms. Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, operates in more than
450,000 towns and villages across the country, serving over 85 million subscribers. After its collaboration with
Japan’s NTT DOCOMO in November 2008, Tata Teleservices launched 2G GSM services under the Tata DOCOMO
brand name in all the 18 telecom Circles where it received spectrum from the Government of India, in June 2009.
Since then, the Company has established a strong brand connect for Tata DOCOMO in India and has been at the
forefront of redefining the telecom experience in India, launching innovative products and services that have
impacted Indian consumer lifestyles. TTL is the clear market leader in the enterprise space as well, and has market
leadership in many product lines, such as mobile broadband with the Photon family of wireless access devices.

TTL’s bouquet of telephony services includes mobile services, wireless desktop phones, public booth telephony
and wireline services.

For details, visit www.tatateleservices.com and www.tatadocomo.com.

For further media information, please contact: Abhijeet Kumar
Tata Teleservices Limited
Sonal Miglani Tel # +919223334332
Tata Teleservices Limited Email [email protected]
Tel # +919212101254
E-mail [email protected]