Do the new and the world will follow

Docomo .... Tata's new GSM mobile service is actually doing what it's preaching.... and has definitely shaken up the fastest growing Telecom market in the world. "Do the New" is what the ad says...Funny but when I saw the print ads first time, it looked like some cheap rip off of the "Do the Dew" tagline of Mountain Dew. That was the first day but then have no choice but to really give it to them for the brilliant carpet bombing technique they used. One just couldn't avoid them wherever one was or whoever one was...talk about outdoors or indoors.. papers.. hoardings ..TV ..ATL..BTL...TTL..they had everything...and are still at it.
Coming out of a B-School ...and learning all the theories of marketing...The Docomo blitzkreig really wiped almost all of it out from my mind. In the kind of competitive markets with heavyweights like Airtel and Vodafone, The systematic way with which Docomo has worked its way in is a great example to learn from.
It's a Goliaths vs Mini Goliath ...and with Docomo showing the world by Doing the new..it definitely has set the platform for the 'War of the Networks' ... I don't see any of us consumers complaining ...have a view at the latest ad ..