Go one life. All local calls across Maharashtra & Goa @ 50p/min.
Local transport, represented by yellow-black Taxis, BEST Buses, Auto Rickshaws and Local Trains, is an integral part of people’s lives in Mumbai. Tata Indicom was launching a new tariff plan in Mumbai, where all calls from Mumbai to anywhere in Maharashtra and Goa could be made at a local rate of 50 paisa (less than 2 American Cents). The concept in the campaign is simple and yet eye catching. The ads show how one can now “reach” different places in the state at 50p. Local transport of Mumbai has been used to showcase the message.
Advertising Agency: DRAFTFCB+ULKA, Mumbai, India
National Creative Director: K S Chakravarthy
Creative Directors: Haresh Moorjani, Samir Chonkar
Art Director/ Typographer: Balakrishna Gajelli
Copywriter: Siddhi Desai, Balakrishna Gajelli
Photographer: Amogh Thakur
What the fuck does a bus, train or car have to to with mobile charges? Convoluted and lack of a better idea!
@M Jacob: Bus, train, taxi etc ply between cities. the message is “all calls across maharashtra and goa at 50 paise per minute”
city to city is 50 paise.
bus travels city to city.
and so on.
its a metaphor. true. maybe it would be more effective if all that the ads said was (in typogrphy only):
“Dadar to Pune at 50 paise per minute”
(maybe the message would have been more clear and loud)