OREANDA-NEWS. June 15, 2011. Doing the new, doing it in style and changing the game — yet again. Tata DOCOMO, the GSM arm of Tata Teleservices Limited, has been awarded with the  coveted Best Social and Digital Media Advertiser of the Year Award 2011 at the prestigious Indian Digital Media Awards 2011 (IDMA) held recently in Mumbai.

Tata DOCOMO was awarded the prestigious Digital and Social Media Advertiser of the Year award for path-breaking marketing across digital and social media platforms. The brand successfully leveraged the digital medium to create strong consumer affinity and connect through innovative, creative media strategies, and rode on the viral power of the Internet to drive engagement and cut through the clutter.     

In addition to the top honours, Tata DOCOMO bagged four golds across various categories including the Best Website / Microsite (service) for it’s innovative and educative 3G Life website, Best Use of Blogs (for the innovative integration of online chat with top telecom blogs in India, as a new way of leveraging blogs for driving customer satisfaction), Best Video Creative (digital media) and Best Website (corporate) categories. Tata DOCOMO also won one silver and one bronze medal under the category of Online Advertising for Rich Media and Best Integrated Online Campaign respectively.

As a cherry on the cake, Interface Business Solutions (Tata DOCOMO’s Digital Media Agency) triumphed over competition with the Best Social and Digital Media Agency of the year award. Tata DOCOMO’s work often took a very simple but effective approach to digital media; for example, for the Best Video category, the brand ran a video pre-roll ad of 15 seconds showing a buffering image before the main copy, telling the audience that this ‘buffering wait’ is dispelled if they use Tata DOCOMO 3G.

On the brand’s latest achievement, Gurinder Singh Sandhu, head, marketing, Tata Teleservices, said, “I am very happy that we have won these awards in the digital and social media space, which today, is one of the most pertinent media for consumer connect. This rich haul at the Indian Digital Media Awards 2011 is a reflection of the continued leadership that we enjoy in the digital marketing sphere.”

According to Mr Sandhu, “Tata DOCOMO has always stayed a step ahead in leveraging Internet as a media. For example, the launch of the Tata DOCOMO profile on Twitter coincided with the brand launch two years ago. Ever since, Tata DOCOMO has worked around events in the life of the brand and category to set up interesting and relevant conversation with the digital audience. Over the last year, the brand has successfully filled in the information gap on 3G and Mobile Number Portability through its social media activities. No wonder Tata DOCOMO today is the most engaged brand community on Facebook with over 2.2 million primary fans and a near universal reach to all Facebook users in India. According to Socialbakers.com, Tata DOCOMO is amongst the Top 100 (Rank 83) brand communities globally.”

“These awards reaffirm our dedicated efforts to set industry benchmarks in the social and digital marketing space for innovation and service excellence, which has been recognised in the past with Abby’s, Yahoo Big Chair and BBC Campaign India Digital Media awards,” added Mr Sandhu.