I came across these Docomo ads for the first time when I came out of the Chennai Central and wondered what category they were. The better half (who spends most of his non-aap browsing time on reading and analysing ads at agency faqs) explained to me that it was the newest entrant to the telecom market and was GSM version for Tata Indicom.
From then on, I had seen these hoardings several times in prominent places across Chennai and Hyderabad. I had seen the ads on TV. They all said 'Why do the old when you can do the new' types. Decent marketing I thought.
Then we went to our friendly neighbourhood kirana this Sunday. The BH picked up a docomo starter connection and asked the seller how it was doing. He replied they were selling like hot cakes. Also there was a 'black' market for new connections where a connection sold at 100% black margin. That triggered our curiosity and we asked whats so special in it. We got to know that the billing was done on a per second basis - that too local and STD calls @ 1 paise per second.
When they have such a great value proposition, why not put it on the ad? Why leave all the spaces blank in those huge hoardings? In this age where brand is the only value proposition most times, these Docomo guys have come up with something really good. Why not use that to acquire customers? What are they expecting? That every potential customer will start a conversation with the kirana guy and get educated on their selling proposition?
I just don't understand this marketing :)