I have an Airtel connection and I didn't give Docomo much thought when it first arrived with its Do the New campaign. But I was discussing the ad campaign with a friend of mine.
The Telecom industry is becoming increasing crowded with new entrants. And of course Docomo is coming in all new into the Indian market. There is a need for differentiating itself. But the first thing for Docomo to do is get the potential customer affiliated with the name.
This is what their "Do the New" campaign is all about. The focus is on the 'new' Docomo as a word. This is evident in the background score which is simple reiteration of syllables in the word Docomo.
What its not trying to do through its first campaign is differentiate itself. All the campaign is aimed at is to simply become a common word among its potential customers.
The Friendship Express also tried an emotional appeal that I feel failed. Since it is not exactly revealing to the audience how it connects emotionally. It just tried but as I see it, could not.
The idea of Friendship Express might come a little later down the PLC when it connects the ad to a friends' circle caller benefit of sorts.
The ad campaign is jsut perfect if not for the usage of the word Friendship Express.
PS: Cheers to my 400th post on Slisha Crazy!!!