Tata Indicom: Learn English on phone.
In India the Hindi is the national language and 65% of the country speaks hindi. This section of hindi speaking audience doesnt know English.
Tataindicom is a telecom brand which has a great reach in interiors of India, where people only speaks and understands hindi.
Tataindicom came up with a service called 'English Seekho' (learn english). If the person subscribe to this service, everday for ten minutes he will be taught how to speak english.
When we got a brief for print campaign, we thought that what if we could teach people through our campaign itself. There are many similar words in english and hindi, but their meaning is different. So, we used these words of hindi but the illustration were what it means in english. As this would help our audience learn english more quickly and clearly.
Tataindicom received a overwhelming response for this service, proving the willingness of people to learn english.
The alpahbet written in black colour means 'cow' in India. But the visual is of a boy and is also called 'guy' in english. The reason is that pronounciation of the word 'guy' in english is same as the pronounciation of 'cow' in India.
The alphabet written in black colour means 'go away' in India. But the visual is of a hut. The reason is that pronounciation of the word 'hut' in english is same as the pronounciation of 'go away' in India.
The alpahbet written in black colour means 'everyday' in india. But the visual is of a rose. The reason is that pronounciation of the word 'rose' in english is same as the pronounciation of 'everyday' in India.
