The campaign was devised to strengthen the brand’s attractiveness in the market through a network promise.

Competition had been thumping their network stories on covering ground at the most god-forsaken places of the country. Be it a hilltop, or underground tunnel. But we found out that for people; a good network is not just about reaching to far-fetched corners on earth, but working on an everyday, here and now basis. Working at places where we spend our usual days.Therefore, our strategy was to establish TATA DOCOMO’s network as that ubiquitous network - which is there wherever, whenever - so much so that you can't get away from it even if you want to.