Saturday, December 13, 2008

Brand Update : Tata Indicom

Tata Indicom is currently running a new brand campaign extending the concept of " Listen to your heart " ( suno dil i awaaz " ) positioning. The new positioning is being reinforced using several tvcs featuring various celebrities . The brand has roped in Himesh Reshammiya, Karan Johar, Lalit Modi, Prachi Desai, Irfan and Yusuf Pathans as the brand ambassadors.

The ads shows these self-made successful persons talking about how they listen to their heart and achieved their dreams. All these personalities chose their profession based on their interest often defying the advice of their relatives and friends. The brand is celebrating their success.
This is classic case of brand laddering is supported by a 360 degree campaign by Tata Indicom including events, outdoors and conventional media vehicles.

After some rustic campaigns using Kajol and Ajay Devgan, the brand has finally found its core positioning platform.
I liked the slogan and the execution of the repositioning exercise. But somehow I fail to see a strong connect between the current positioning and the product. When Airtel talks about " expressing yourself " , its easy for us to connect to their core service.

But it is little difficult " listen to your heart " and Tata Indicom service. Hence the brand should have first established the connection between the current positioning and the brand.
According to the reports, the brand 's core idea is to empower people to listen to your heart. But where will the product fit in ?
Is it that you listen to your heart using Indicom
Those who use Indicom are the ones who have listened to their hearts ?

May be the brand is using the second proposition. Tata Indicom in a sense is trying to create the brand personality using these celebrities.

But I still feel the disconnect ..........

What do you think ?

Related Brand
Tata Indicom


  1. I agree with you sir that as a customer, I am not able to connect the product and the positioning.

    Instead of Listen to your heart " ( suno dil i awaaz ", they could say

    "Suno har dil ki awaaz" i.e Listen to everyone's heart.

    Here customer feels that Tata Indicom is so great that instead of
    hearing other person's voice, he could hear their heart. This is not a unique positioning but could work.

  2. Anonymous1:16 PM

    look at this this way!!!!.. which voice is heard without heard always clear....its the voice of the heart.... now superimpose the porperties to the tata indicom brand... what say??



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