Tata Docomo Film TATTOO by DraftFCB Mumbai

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Industry Telecommunications Services
Media Film
Market India
Agency DraftFCB Mumbai
Production Footcandles Film Pvt Ltd
Director K.m. Ayappa
Executive Creative Director Sanjay Sharma
Creative Director Ekta Verma
Art Director Somnath Mandal, Ekta Verma
Copywriter Vasudha Misra
Producer Amarjeet Phukan, Anand Menon
Account Supervisor Sudipto Poddar
Released April 2010

Credits & Description

Category: Commercial Public Services
Advertiser: TATA DOCOMO
Product/Service: MY SONG
Production Company: FOOTCANDLES, Mumbai, INDIA
Date of First Appearance: Apr 12 2010
Chief Creative Officer: K S Chakravarthy
Executive Creative Director: Sanjay Sharma
Creative Director: Vasudha Misra/Ekta Verma
Copywriter: Vasudha Misra
Art Director: Ekta Verma/Somnath Mandal
Account Supervisor: Sudipto Poddar
Advertiser's Supervisor: Navin Shenoy
Producer: Anand Menon/Amarjeet Phukan
Director: Ayappa
Account Manager: Sanjay Tandon
Planner: Sujith Sudhakaran

English Description
The ad is for an innovative product called 'My Song'. It's a reverse caller tune that allows the person who is calling to hear the tune/song he wants and not the caller tune of the person he's called. The idea stems from a youth insight that they're surrounded by people who are always giving an opinion on everything they do. And mostly the opinions are not what the youth wants to hear. The films suggest a wonderful thought 'what if you could hear just what you want to hear'.
The ad is set in a typical Indian family, that's a very conservative and traditional. In such a family, the act of getting a tattoo would be seen as a sign of rebellion and greeted with shock and rebuke. But in the film, the act of getting a tattoo is surprisingly welcomed and appreciated.