The Hindu Business Line : Tata Tele kicks off `Truepaid' campaign

TATA Teleservices claims that its pre-paid product, Truepaid, offers maximum talk time to its consumers. The company has launched a new television campaign with actors Ajay Devgan and Kajol.

The campaign, created by McCann-Erickson, revolves around a small town couple who are looking for a phone, which would give them maximum value for money. The sign-off line says, `Insaan phone leta hai baat karne ke liye (you buy a phone to talk).'

Speaking to Business Line, Mr Abdul Khan, Vice-President (Marketing), Tata Teleservices, said that Truepaid offers a fair deal, unlike other pre-paid products for which the customers get only half the talk time they actually pay for. "A significant part of the money gets diverted towards administrative charges and so on."

Mr Prasoon Joshi, National Creative Director, McCann-Erickson, said that the campaign is all about Truepaid offering maximum talk time . The campaign is reportedly targeted at first time buyers in SEC B-C towns who are aware of deals in the market and are price-sensitive. The TVC will be supported by an extensive outdoor and below-the-line campaign across the country.

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