I have always adored Docomo’s communication, barring a few aberrations like its mobile portability ads. Their latest effort, starring Ranbir Kapoor, is commendable if not exactly brilliant.
I respect those ads that highlight the core product benefits, even if they do not come across as striking. Docomo’s ads fall in that category. They might not win awards, but they will result in sales, which goes one step ahead of creating a brand.
More importantly, they haven’t wasted a celebrity, neither have they put too much focus on him. At the end of the commercial, you remember the messages in the ad, not just Ranbir.
Quite frankly, some of the ads are pretty ordinary like ‘the family that eats together, stays together’. But some of the commercials are quite witty, ‘poora mat bolo, poora mat sunaao’, ‘why the frog in the well does not come outside? Because, it costs roaming’. Smart!
Like every time, Docomo has tried to do something different. And kept it simple, not necessarily stupid.
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