Creative Marketing and innovative service offering: What more is there from DoCoMo?

The viral which generated quite a fuzz has put brand “DoCoMo” right at front on consumer’s mind. In fact, the brand awareness is so strong that you will find people speaking of DoCoMo without even knowing what exactly it is. DoCoMo is a GSM service from Tata’s stable and has applied innovative ideas both in media marketing and it’s service offerings. It currently operates in 8 circles across country and that may be the reason why people are still unaware of the real product. But still, the brand image of DoCoMo raises a lot of expectations in term of its innovative services.


The first offering which is unique is “pay-per-second” for call charges and “pay-per-text” for sms charges. Even though “pay-per-second” service can’t be termed as a new service (as it was launched way back in 2003 by BPL Mobile), the way it’s marketed by DoCoMo is very impressive. But there are other small and really effective services which are on offer-

  • Very cheap “pre pay” GPRS packs, which provide GPRS services for as low as Rs 15 for 20 MB download limit for 3 days and a Rs 95 pack for 100 MB download for 30 days. Very cheap as compared to my current idea plan (Rs 150 monthly for 30 MB download L).
  • A “Timed SMS” service which can send SMS to recipients at desired date and time.
  • Not charging users for first 30 seconds when they are listening from a list of “ring tones” before actually downloading any. Very good indeed, as initial IVR just takes keypad information to get us to the right track list and shouldn’t be charged, ethically.
  • They are launching various customer experience zones like “Dive In”, where user can compare Mobile handsets from various vendors and choose the right one as per the need. We already have stores like MobileNXT and the MobileStore in India and what experience “Dive in” will offer is something yet to be seen.
  • They have also launched a service “Geo Fencing” which can track people and aware concerned persons if the route of any vehicle carrying the person is diverted. This may be really effective for School children when they are travelling.
  • DoCoMo has really done well to create a good first impression and with all these services coming up, their offering looks promising. Digital advertisement has also been very impressive (2000 facebook fans and twitter followers). Do you think they can stand such media hype in the time to come?

    Media makes Gandhiji’s anniversary memorable!

    So, finally we had at least 3 media friendly reasons to remember Gandhiji’s anniversary this year. In past, we mostly had a Gandhiji movie and some news gossips about Bapu. So what made me write this post ‘TODAY’? It’s simply because this is the first time when I heard about Gandhiji’s anniversary 4-5 times a day through different media-

    Google Doodle:


    This was BIG. The first thing we usually do every morning is open a browser and hit Google. I was amazed by the Google’s  Doodle this time, featuring Gandiji over the prominent G-Letter and it looked perfect. In fact, I think this was one of the very bests of Google’s doodle! I saw this news spreading like wildfire over Facebook and other blog sites and was one of the best reason for so many internet savvy people to know about him on this day.

    Montblanc’s 11 lakh Pen:


    There was this other news 2 days back where Montblanc announced the launch of a luxury pen on Gandhiji’s jayanti. The pen costs whopping 11 lac Rupees and they just have 241 pens (Inspired by his 241 Mile Dandi March). This was a bit controversial as people also said that Gandhiji always led a simple life and such high profile fashion pen doesn’t suit his kind of style. Whatever the reason, we remembered him one way or other :).

    Shashi Tharur’s comment:

    Later in the day India’s Minister of State for External Affairs Shashi Tharoor sparked off a debate on whether Gandhiji’s birthday should be a public holiday.  He said “Gandhiji always said that work is worship and hence we should also fulfill our responsibilities on this day!” Controversial enough, this also raged a roar over Facebook, Twitter and Blogs.

    Overall a media friendly day for Gandhiji, he remains India’s most famous icon even on his 140th birthday.

    After “Sach ka Saamna” its “Pati Patni aur woh” in trouble


    It seems Channels would go to any extent to woo TV viewers- even if it involves playing with a young child’s mind.

    Recently launched “Pati, Patni aur Woh” which is an adaptation of  “Baby Borrowers” has run into problems with National Commission for Protection of Child Rights (NCPCR). The show makes very young children stay with non-biological parents who are not going to be there after the show is over. This may affect a child’s mind.

    Before this “Sach Ka Saamna” was another show which was axed by Govt. due to its psychic nature. Its apparent that producers make these shows before doing an exhaustive testing and analyzing the effects on a person’s life!

    I’m not complaining against any show or producers associated with them. It’s just that we live in a country of different culture and moral values, and broadcasters should respect the same while adapting any show from west!

    Startup Review: Amulyam gives instant mobile recharge while you surf your favorite sites


    Yesterday, I got this guest invitation from one of my friends asking me to join I decided to give it a look and it was worth penning down at iDubba’s startup post. Here is what I thought about the website

    Basically all affiliate marketing websites work on the premise of affiliation between “advertisers / clients” and “publishers / affiliates” who help advertisers getting a better ROI on their marketing budget as against normal SEM. Usually during all this process the main link i.e. the end user is left with no direct benefit. This is where Amulyam got my attention-

    “Amulyam actually pays end user (consumer) instant rewards in terms of quick pre-paid recharge (on all major mobile carriers) and Movie tickets, when they register/buy stuff on any of Amulyam’s affiliated websites”

    As Amulyam’s founder Mr. Viay puts it-

    “joining social networking websites, matrimony sites, buying train or bus or flight tickets, applying for an internet connection, loan, credit card… etc are all the most common things we do on the web. Consumers make money to website owners and online ad networks when they do any of these things on the web. Traditionally, consumers don’t gain anything except the required service or product when they do these common things on the web.

    For the first time in India, came up with an instant incentive marketing model that gives prepaid mobile recharge and movie tickets for free to it’s users for doing what they already do online – joining websites, matrimony sites, buying flight or train or bus tickets, applying for DTH, internet connection, loan, insurance…etc.”

    Unlike the already available websites in the market which promise to pay 25 paisa for receiving ads on mobile or email and give a cheque when user earnings reach 300 Rs, amulyam gives it’s users free prepaid mobile recharge and movie tickets instantly for all the real things like registrations or buying something that it’s users do on it’s sponsor’s websites.  Mobile recharge is instant and without any hassles, I used my Rs. 50 credit with ease :).

    Amulyam’s technology accurately identifies the registration or sale that is generated through amulyam on it’s sponsors website and immediately sends an email and SMS to the user informing about the incentive money filled in amulyam wallet which can be used to get prepaid mobile recharge for amounts as low as 10Rs and multiples of 10Rs up to100 Rs.  Currently, prepaid mobile recharge service is available for operators- airtel, reliance, tata indicom, idea, aircel, loop, bsnl, virgin and vodafone. Movie ticket booking service is currently not available and it will be live soon.

    Inviting friends to amulyam gives it’s users 20% commission of what their friends make when they join and complete the fist offer. It helps amulyam users to get more free prepaid mobile recharge or movie tickets even when their friends register on websites, buys train tickets or flight tickets..etc.

    Using amulyam’s the smartest instant incentive model, advertisers get the sales or registrations that they need and users can instantly get benefit in the form of free prepaid mobile recharge or movie tickets.

    Spending few minutes on amulyam before registering or purchasing something from any website looks worth for consumer’s time and effort.

    Kudos to Vijay and his team! Let’s hope they would serve us with amazing service in near future.