Cannes Lions

PICKLE INTERNATIONAL CALLING CARDS

CONTRACT ADVERTISING INDIA, Mumbai / TATA / 2009

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Overview

Description

In India, there's always a perennial problem of voice delays when making international calls. Often, these voice delays last as long as five seconds. The Tata Indicom International Calling Card (Pickle) however ensured zero voice delays on the Tata Indicom network.

In India there is a phrase, 'Itna samay lagaya ki umar beet gaya' which means 'it took so long that a lifetime passed by'. Thus we exaggerated the problem and made a boy grow into an old man by the time his voice reached the other end.

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