Tata Communications, an Indian conglomerate weighing U.S. $ 28.8 billion and operating in 80 countries, was working on introducing a new international virtual calling card to the market. In addition to designing the service, -a calling card destined to the South Asian diaspora in the United States, Canada and the United Kingdom- and implementing one transactional sites for each fo the three countries, the group’s needs included developing the new brand identity and the promotional campaign for existing TATA clientèle and new market segments.

Designing and implementing a new transactional service in a company of this size essentially meant connecting several telecommunication platforms with different architectures and native languages, having all been developed by distinct international companies acquired by TATA Communications (VSNL and Teleglobe, among others).

Marketing a new online exclusively service also meant for TATA to engage in a new approach. With its target audience spread over many cities in two continents, it would have been particularly tricky to reach them using a traditional billboard and poster campaign to then hope to drive them to an online service.

Bluesponge’s strategic planning included the integration of a two component marketing campaign -an online and a more traditional- both managed in Montreal. Considerable effort was put into reaching online communities through social media, viral videos and Web promotion (SEO / PPC and Web media placement), supported by a traditional but targeted promotional event (TV, community radio, print, outdoor advertising). Direct marketing and sponsorship of major community events initiatives were undertook in neighborhoods with a high density of Asian population.

The trueroots brand expanded at great speed in the heart of thousands of expatriate households often composed of young and connected people talking to their families in Asia several times a week.

Regular promos and ‘specials’ related to typical South Asian festivals and other events, as well as new features and improvements to the service (self-recharging, friend referrals, special combos) strengthened the relationship with users and increased the calling card frequency of use, ultimately making everyone happy to be able to stay close to their loved ones.