Tata Docomo Dials *123#

• Innovative Dial in *123# service for ready access to customised voice and data offers based on usage patterns

• More value for customers with every recharge

TVC 1 (Loo): http://we.tl/Sa3L07sFXO

TVC 2 (Railway): http://we.tl/DQX0ng98qA

Tata Docomo, the unified brand of Tata Teleservices, has announced a dial in *123# service for prepaid customers looking for personalised experiences that suit their usage. Launched as a part of the brand’s on going ‘Har Baar More’ value proposition, the new service allows subscribers to simply dial in *123# from their mobile device to avail a bouquet of customised voice and data offers based on their usage patterns.

With over 900 million mobile phone connections, the Indian market provides an exciting opportunity for a telecom revolution that has the country’s varied customer segments at heart. Subscribers are increasingly looking for connectivity experiences that cater to their specific needs and Tata Docomo has been keeping step with this trend by providing innovative personalised offerings. The dial in *123# service gives Tata Docomo subscribers the ability to avail offers that are best suited to their needs, while on the go.

“At Tata Docomo, we are always working towards providing value for our customers through affordable and innovative tarrifs and telecom services based on their needs. Our dial in *123# service brings relevant offers to our customers’ fingertips and allows them to get more out of their mobile services. We are constantly looking to personalise the evolving needs of our customers and our *123# service showcases just how Tata Docomo delivers ‘More’ with every offer,” said Mr. Gurinder Singh Sandhu, Head - Marketing, Tata Docomo.

The *123# service is supported by an ad campaign that are a subtle whisper to solemn ‘public service’ messages. In the current day context, Tata Docomo provides an amusing and colloquial spin to this social message format through two new television commercials (TVCs) that encourage users to dial *123# to avail personalised full talk time offers. The TVCs capture daily life situations to offer a cheeky reminder for the *123# service, making the call for action as urgent as those of the public service messages of yore. The idea is to make calling *123# an exercise as elementary and essential as road safety and everyday hygiene. To drive home the distinct local flavour of the commercials, Tata Docomo has released the TVCs in seven languages, including Bengali, English, Hindi, Kannada, Marathi, Tamil and Telugu.

Tata Docomo’s ‘Har Baar More’ value proposition is aimed at delivering maximum value to consumers throughout their lifetime on the network. ‘Har Baar More’ reinforces the commitment of the brand to provide quality services at affordable prices through its innovative offerings. The brand has launched a slew of products that are designed to deliver ‘More value on every recharge occasion’ for the consumer.

About Tata Teleservices Limited:

Tata Teleservices Limited is one of India’s leading private telecom service providers, having a pan-India presence across all of India’s 19 telecom Circles. The company offers integrated telecom solutions to its customers under the unified brand name Tata Docomo and operates its wireless networks on GSM, CDMA and 3G technology platforms. Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, operates in more than 450,000 towns and villages across the country. After its collaboration with Japan’s NTT Docomo in November 2008, Tata Teleservices launched 2G GSM services under the Tata Docomo brand name in all the 18 telecom Circles where it received spectrum from the Government of India, in June 2009. Since then, the Company has established a strong brand connect for Tata Docomo in India and has been at the forefront of redefining the telecom experience in India, launching innovative products and services that have impacted Indian consumer lifestyles. TTL is the clear market leader in the enterprise space as well, and has market leadership in many product lines, such as mobile broadband with the Photon family of wireless access devices. TTL’s bouquet of telephony services includes mobile services, wireless desktop phones, and public booth telephony and wireline and Wi-Fi services.

For details, visit www.tatateleservices.com and www.Tata Docomo.com

For any media related information, please contact:

Uzzal Mohan

Rediffusion/Edelman

09246215332

Uzzal.Mohan@edelman.com