Tata Docomo is an innovator in many ways. There is plenty to speak about the 1 second pulse and stuff, but what really sets them apart, is branding and marketing. The brochure they have is slick. As you soon as you open the brochure, you see a bold “Hello” and nothing else. Lots of ‘white space’, yes. This was unimaginable, to say the least, atleast until Vodafone came. We Indians (in general) are used to cramming in as many content as possible in the available space and piss off users. Docomo has gone a step ahead by using white space properly, more than Vodafone, in my opinion. Thanks to Vodafone and Docomo, people here have started liking simplicity. Yes, as I always say, Simplicity is good. 
One area where Docomo has beaten Vodafone is in Social Media Marketing (Twitter, Facebook and I hate to say this, Orkut) All wannabe Social Media Marketing experts and the self proclaimed SMM experts should really start rethinking if they know anything about SMM. It isn’t about screaming that you are the best. It is more of interacting and involving with your customers. Docomo Facebook fan page already has over 25,000 fans – which is a reasonable number. They are even kicking the ass of competitors with “a geek thing” contest.
And I keep wondering, who is doing the branding and SMM for Docomo?
Stay hungry. Stay foolish.
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I think the success of DoCoMo can be purely attributed to the success of their jingle. I also think whosoever is handling the DoCoMo SMM is doing a bad job. Their contest of adding everyone in Orkut, Facebook etc drew flak from everyone in SM. But for their jingle which is really nice (I love it!), DoCoMo would not have stood tall from the rest of the crowd.
BTW, isn’t Vodafone overdoing the Zoozoos?
My 2 paisa
SMM for Tata DoCoMo is handled by their digital agency Interface Business Solutions http://www.interface.co.in. They also handle their online media planning, buying and strategy
Thanks Sudhir for the info.
Narayanan Hariharan, precisely what I was talking about. I don’t watch too much TV, so not sure if they are overdoing the zoozoo thing. Unfortuately, somehow many Indian marketing agencies believe showing too many ads of their company helps them get more customers. It might help, but there are better ways to get more customers, right?
More than the jingle, I guess it’s the snazzy ads. And yes, SMM has a huge role to play.
Totally agree with you.
Contradiction. I thought you don’t eat meat. But you mention here that you’ll eat me if I don’t comment. Hmmm.
[...] http://microreviews.org/social-media-presence-of-indian-telecom-majors-part-3-website- and-blog/ http://www.prasanthp.com/2009/12/docomo-and-social-media-marketing/ [...]
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