Saturday, November 19, 2005
A revolutionary product: Killed by poor advertising
Brand : Tata Indicom True paid
Baseline : Do more live more
The product from tata indicom prepaid is revolutionary since it "talks"about the incoming free for two years even without recharging ( not sure about the fine print). A great marketing idea that is similar to the campaign of Reliance Infocomm 501 mobile campaign which changed the Indian telecom industry for the better.
Earlier prepaid cards were having a disadvantage of having to be recharged everymonth which proved to be a disadvantage and companies had to ensure that they reach every point of the market and distribution reach was a deciding factor. This new product ensures the flexibility of the consumer to wait and purchase the coupon at his convenience.
But the campaign is nothing but a waste of money. I cannot comment more on the ads with prize catch of Kajol and Ajay Devganm. The message appears to be comic but ...... well I reserve my comments.
There is no clue as to who the target customers are?
Business class/ students/ professionals/ laymen , no idea? My dear marketing friends at Tata Indicom, please think about this.
It is a good product and unless the message is seriously executed. The product may sell because it is good, but just wait for Reliance or other firms to take this idea and make a market out of this. Just like the concept of " golden eye technology" was developed by videocon but executed with perfection by LG.
All the best Indicom.