TATA-DOCOMO's ultimate jingle

TATA-DOCOMO that’s the venture of two major players in the world I am not going to define what the venture is all about but the one thing is striking in my mind after listen the DOCOMO jingle. I compare this with Reliance & Airte these two are quite same. But the DOCOMO jingle is beyond the music appeal because this is not having only melodious instrument beat but along with no of repeat chorus voice over do do do do do do do and then dow dow dow dow mo dow dow mo docomo docomo … so on.

Have you considered any time why a lot of time DOCOMO…. Because.. If we move around the whole ad then we easily find DOCOMO is the new name and quite complicated to as a name to direct focus in mass market; even Indians having late adoptability of new names; in this way company start its campaign with the repetition of DOCOMO in entire advertisement.

If we see in real practice what is DOCOMO means? It can be describe as “do communications over the mobile network”. While in Japan its means "anywhere". But in Indian context this is not easy to converse these above means as mass is having late perception power here, so repetition is the best way to the positioning in consumer mind.
I really appreciate the communication strategy of TATA-DOCOMO. This is the right way to pitch consumer. This DOCOMO is not only the words but this going to be an association with mass.

I have taken some of views of young management guys:

Fareed khan (PGDM IPM Ghaziabad)- DOCOMO is really typical new name for Indian audience, I am quite convincing with their strategy. But I think this jingle will change soon after getting base of awareness.

Kamran (MBA professional NCR) - I am not confirm that what feedback is DOCOMO getting after its campaign but I can say it has some base to stay in market.

Abdur Rehman (management Student In NCR)- I know TATA’s venture never fail this is the big one, they are covering the entire market with their pull and push strategies. They will get positive result before long. I really love DOCOMO jingle.

Note: I have collect this views through direct contact these all are natural bites.


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