“DO THE NEW” - Borrowed tagline?

UPA budget 2009 stimulated the vibrant Indian telecom market. The 3G services licenses will be distributed soon in the market. The market challenger Tata Teleservices (approx. 10% market share) is all set to storm the 3G services market by making an alliance with DOCOMO, Japan. The later is known for delivering superior value added services based on its advanced mobile technology. The brand essence ‘trust’ (Tata) is reinforced with the ‘lifestyle’(DOCOMO) to enrich the lives of the nation & will lead its new generation.

The initial brand essence of the new identity “Tata Docomo” is perceived to be ‘uniqueness in experience’ what the print adds & the new website says “ Do the new.” But isn’t the idea borrowed from “Do the Dew” campaign? Yes, PepsiCo adopted the tag to revive Mountain Dew in the 90s. Let us see what kinds of TVCs will be designed by the advertisers to communicate NEW……..