‘Diet SMS’ is DOCOMO’s new baby. With diet SMS consumers are only charged for the characters used by them. Conceptualized by Draftfcb+Ulka, Pushpinder Singh has directed a witty commercial in which a flirtatious executive attempts to woo his women colleagues. The executive goes around sweeping a bevy of pretty girls named Sapna, Shweta and Sonal off their feet by flashing a tattoo with their initial “S” on his wrist.
According to K.S. Chakravarthy aka “Chax” ‘Diet SMS’ is an innovative product in the youthful SMS space by means of which you pay for only what you use. He also mentions that the product is meant for the smarter generation who know how to keep it short, just like the guy in the commercial. Therefore the tagline says “Shorter is Smarter”.
This commercial is witty with a hint of humor keeping in mind Tata DOCOMO’s youthful image. Today’s youth can easily relate to it