Dreams are not what you see while sleeping, dreams are what don’t let you sleep. Reality of life, well this one liner gives you a minute of sensation if not anything. But it really gives brand managers across segments a chance to relate their brands to something known as an emotional intelligence. A recent attempt for one such emotional connect of following your heart and fulfil your dream was by India’s fastest growing mobile service provider TATA Indicom.
Tata Indicom, announced it’s newly launched Brand Positioning “Suno Dil Ki Awaaz”. The new brand communication is focused on Emerging India and ‘empowering people to listen to their hearts and follow it. The campaign which spins around the emotional quotient is perfectly crafted to ensure that people believe in the brand – Tata Indicom.
Brand managers these days are using unconventional strategies and a contemporary attempt being this one. The first TVC shows a young athlete running through a country side when she gets a call from her coach who asks her to come to the city for preliminary rounds of selection process. Well, this was launched sometime close to the Olympics when the whole of India was acquainted with history called Bindra and started believing in the fact that India is more than the Bombays and Delhis. So far so good. But then came the part 2 of the TVC which shows the girl reaching the city (possibly Chennai) where her same coach guides her to come to the stadium. Great! It stirs you up, the voice over strikes a chord and the brand manager’s desired ‘emotional intelligence’ mission is achieved. Well, for once you might say that the fairy-tale episode looks like a take away from the Saif-Priyanka Ponds campaign but theres something which makes it a unique campaign. Analyze this.
At one end you are creating a hypothetical situation about the small-town-fairy tale gal who wants to make it big in life. She does this by ‘suno dil (tata indicom) ki awaaz’. At the other end, they have roped in a celeb-rella from different areas who’ve chased their dreams. The likes of which are Karan Johar(Director) , Lalit Modi (IPL brainer), Himesh Reshamiya (producer-composer-singer-actor-and many more!!), Prachi Desai (Rock on fame) till now. Wow! I don’t know what text-books call such a dual positioning but I’d say its a multi-level positioning. What you do as a brand is tell people to believe in their dreams. And if they don’t believe you, bang them with realtime success stories. One way or the other they ought to believe in you (read your brand).
My verdict-
1. Great attempt but somehow in today’s scenario, if it ultimately doesn’t boil down to sales, its a futile attempt. So keep a check on your ad-spends and don’t just run TVCs like crazy. I mean why do you wanna reinforce the same statements by different brand ambassadors?
2. Another reality check is, if you sill wanna go with it. Make sure that the TG can associate to the ambassadors. Eg: don’t show Himesh’s TVC between cricket matches- show Lalit Modi’s and show Prachi Desai’s bit in between the saas-bahu shows.
As a case, a good attempt on cashing on Emotional Intelligence!!!
Ref:
Press Release
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