Category: Commercial Public Services
Advertiser: TATA DOCOMO
Product/Service: MY SONG
Agency: DRAFTFCB + ULKA
Production Company: FOOTCANDLES, Mumbai, INDIA
Date of First Appearance: Apr 16 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 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 a typical interview. A young executive is being asked a series of questions by the interviewee and is responding to all with a 'No'. But the twist is despite answering all 'NOs', the young executive hears the boss say 'You've got the job'.