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Why I like the Tata Docomo ads? Because they are all minimalistic, focussed and communicate one single message of asking consumers to try "the new". The new is the one second pulse - a very good product differentiator.

This product differentiation is being promoted to the hilt and is giving consumers a very tangible benefit to associate and brand the service. I know it now as the one second pulse telecom service, not as a zoozoo service or walk when you talk serivce.

I have seen these hoardings in all shapes and sizes, makes me feel that they are all over the place.

"Do the new" does rhyme with "Do the dew" of mountain dew and thats a risk. It does feel copied and gives everyone an opportunity to take a dig. They are lucky that the product advantage will make people gloss over it. However in my opinion it also provides an opportunity for everyone to bracket these two together.

It needs to be seen though how this will be taken forward. Sticking to "Do the New" can be constraining.