CLUTTER CLUTTER EVERYWHERE

K S. Chakravarthy, NCD of Draft FCB Ulka (who had been associated with Airtel’s border commercial and is now working on the brand communication of Tata DOCOMO) disagrees that the telecom service brands have managed to keep themselves de-cluttered and have been able to make a distinct brand positioning in the minds of the Indian masses. He argues that, “all the telecom brands have tried everything at some given time or the other. One can look at Airtel, they have been talking about everything in one way or the other or at some point of time or the other and basically gone all over the place. The only telecom service provider that has been pretty consistent in terms of its communications has been Vodafone. Even when it was Hutch, then too, it was talking about similar things and now when the brand name has been changed to Vodafone it’s still talking about the same things. So, when we had to launch a new brand in the form of Tata DOCOMO, we saw it as an open field and a great opportunity to have a very clear positioning for our brand. We realised that there was a clear dissatisfaction in the minds of the end consumer, wherein subscribers thought that they are being taken for a ride by their service operators. Hence, we came in as a brand that would be transparent in its dealing and would be youthful, credible and fresh. We have made our mark and not as a price brand”.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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