After per-second billing Tata DoCoMo introduces per-character SMS billing

After kick-starting a revolution in the mobile telephony market by introducing its 'per-second billing' plan for calls on mobile phones, Tata Docomo has now launched 'Diet SMS', which allows consumers to pay only for the characters they use. The new concept of Diet SMS will be popularised through a witty commercial, conceptualised by Draftfcb Ulka, and directed by Pushpinder Singh.

After receiving a simple brief for promoting the application which enables customers very short SMS, Draftfcb Ulka set off on an exercise to identify ways to promote this unique offering in an engaging manner. A flirtatious executive and his attempts to woe his women colleagues, were chosen as the concept for the film.

According to KS 'Chax' Chakravarthy, national creative director, Draftfcb Ulka, the Diet SMS is a pioneering product that takes the Tata Docomo philosophy of 'pay for only what you use' into the youthful SMS space. But with one difference – it is a product for the young at heart, the smarter generation that knows how to keep it short. And so the campaign thought, 'Shorter is Smarter'.

The TV commercial promoting the new offering shows a dude going around sweeping a variety of women off their pretty feet by flashing a tattoo of their names on his wrist – Sapna, Shweta, Sonal, etc. Till you realise at the end that all he has tattooed on his wrist is an S – they see it and assume it is for their name. 'Shorter is Smarter. Pay for only what you use with Diet SMS', chuckles the voiceover.

The engaging commercial promotes the use of Diet SMS through a simple example that the consumers can relate to and is in keeping with Tata Docomo's youthful image.

Meanwhile, Tata Docomo has also simultaneously rolled out its newest campaign, also made by Draftfcb Ulka, that aims to capture the 'Do the New' proposition of the brand in a fresh way.