afaqs!

'Happy endings' with Tata Capital

By Rashmi Menon , afaqs!, Mumbai | In Advertising | November 25, 2013
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The digital campaign will be supported by a 2000 km offline bike journey to explore the stories of people from less privileged sections and urge people to complete their stories.

In an attempt to extend its 'Do Right' initiative, Tata Capital has taken up the cause of less privileged people, even when they do not form a part of its target audience. The financial services brand has launched its online campaign, 'Half Stories', which will bring to the fore 12 stories of people who need support to achieve their wishes and needs.

The new Tata Capital TVC

Veetika Deoras

Vinayak Upadhyay

Aarti Samant

Although a digital campaign, it will be supported by a 2000 km offline journey taken by a biker. The campaign video, which has been conceptualised and executed by Digital Law & Kenneth, talks about how a biker will travel from Dharamsala (Himachal Pradesh) to Guwahati (Assam) and collect stories of people who, with the help of a little support, can fulfil their dreams.

The brand leaves the viewers to decide how they would like to extend their support, which could be through donations, shares, tweets or posts. Interestingly, the video and the voiceover could be mistaken for advertisement by an NGO rather than a corporate house.

The campaign will first take the Dharamsala to Guwahati route to cover parts of North and East India. It will be extended to South and West regions depending on the response. Besides the brand's 'Do Right' website, the campaign will be promoted across YouTube, Facebook and Twitter. 'Half Stories' will continue for a couple of months.

Veetika Deoras, head, brand marketing and corporate communication, Tata Capital, says that the campaign is part of the company's 'Do Right' initiative. The initiative resonates the brand's philosophy, 'We only do what's right for you', for its stakeholders comprising customers and society.

"Half Stories - the Journey of Doing Right aims to discover simple stories of individuals/communities, and use digital media, specifically social media, to inspire people to do right. Since the initiative stems from the promise of the brand, they are synergistic and add to each other," Deoras explains.

So, why would a financial investment company be interested in getting the stories of people from less privileged sections of the society, who might not even form its customer base? Deoras says Tata Capital's aim is to follow its motto of 'We only do what's right for you', to inspire people to do right. "By giving these stories a voice, Tata Capital aims to build a platform where people can make a difference by donating or sharing them in their groups. The stories are intended to inspire us to help these people in whatever little way we can, either by donating or by simply sharing these stories across their social groups. This will help complete these stories by helping 'script' the other half. It helps us participate in building a better tomorrow for these individuals or communities," she states.

With all its initiatives, Tata Capital hopes to build awareness for the brand and customer engagement. The aim is to reach out to customers as individuals and forge strong relationships which are beyond transactions, Deoras adds.

Vinayak Upadhyay, chief creative officer, Digital Law & Kenneth, reveals, "With Half Stories, we were delighted to get an opportunity to go beyond the constructs of advertising and make a tangible difference in the lives of people. It's like going on a journey where you have a chance to help change the lives of people, without leaving your desk. How easy, yet soul satisfying is that? The attempt was to walk the talk on a brand promise that was completely befitting - doing right, which is what Tata Capital stands for. We are inviting people to ride pillion on this journey of doing right."

Echoing Upadhyay's thought, Aarti Samant, group head, social media, Digital Law & Kenneth, says that the campaign is a huge leap in terms of social media engagement and gives the team an open platform to see people make a difference to others.

Tata Capital is a subsidiary of Tata Group and offers commercial finance, investment banking, private equity, infrastructure finance, securities wealth management, consumer loans, Tata cards, travel related services, foreign exchange, Cleantech finance and leasing services. For its 'Do Right' initiative, Tata Capital has roped in Shanker Ehsaan Loy, Ustad Amjad Ali Khan and Pandit Shivkumar Sharma.

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