Tata Capital plants the 'Right' seeds in Kutch

By Devesh Gupta , afaqs!, New Delhi | In Digital | February 06, 2015
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The financial services company has launched a new leg of its 'Do Right' campaign, which identifies five challenges the country faces and provides solutions through 'The Journey of Doing Right'.

Tata Capital, the financial services arm of Tata Group, has launched another leg to its 'Do Right' umbrella campaign, where it aims to spread the spirit of doing right. This phase is titled 'The Journey of Doing Right'.

The campaign has identified top five challenges that India faces, that of basic healthcare, illiteracy, food scarcity, child rights and women empowerment. The campaign showcases these challenges via individual stories of people who are affected by them and those who are coming forward to help them. The campaign is broadly themed under the thought 'India needs Indians'.

The first story focusses on the looming food scarcity in the Kharghoda district of Little Rann of Kutch, Gujarat. The film portrays the inadequate availability of food and the scant possibilities of vegetation because of the barren terrain. It also showcases how the brand collaborated with an expert, Kalyan Akkipedi from Integreater (an NGO in Hyderabad), who came up with the perfect solution - a wicking bed!

Together they planted seeds in this wicking bed, which is 8 feet long and two feet deep, and, once created, covered it with a tarpaulin sheet so that no water percolates into it. It was chosen as a permanent solution to the problems of people in the area and 20 wicking beds across three areas were planted with different seeds. The results were great, with people being able to harvest small quantities of crops. The wicking bed reduces the water requirement for growing vegetables by over 90 per cent.

This season of 'Do Right' commenced in November, 2014, and the team is currently working in Pune on 'The Journey of Doing Right'.

The stories are being promoted and shared on social media platforms such as Facebook, Twitter and a microsite.

Executed by Digital L&K Saatchi and Saatchi, the campaign targets people between the ages of 25-45 years, who believe in doing whatever they can for society and love helping those in need. These people are not necessarily associated with an NGO or doing some on-ground work towards a social cause. There are many who often don't know where to begin and the brand aimed to give these individuals a platform to do so.

Veetika Deoras

Anil Nair

Veetika Deoras, head, brand marketing, corporate communication and digital vertical, Tata Capital, says, "The initiative aims to help spread the philosophy of 'Doing Right' and provide platforms to 'Do Right'. 'The Journey of Doing Right' is one such key platform. As the first phase of this journey, we identified the five biggest challenges that India today faces, via an online survey (Tata Capital India4India Survey). Having identified these five challenges, we began the journey of highlighting each of these using the powerful medium of storytelling."

Anil Nair, CEO and managing partner, Digital L&K Saatchi & Saatchi, says, "How can we get ordinary consumers to participate in a brand's philosophy and campaign? How do we convert the social media into a force for the good? 'The Journey of Doing Right' is a powerful campaign that is 'live creativity' as its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right."

In the previous season, the company presented its campaign under the title 'Half Stories'. It identified unique stories of courage, perseverance and determination from some of the remotest parts of the country, highlighting the little challenges faced by individuals/communities living there.

The campaign was launched with a television commercial showcasing the musical trio Shankar-Ehsaan-Loy leading a children's choir group. The lyrics of the song, written by noted lyricist Gulzar, stated that 'children are the future and it is very essential for them to learn what is right and wrong.' It urged people to visit the website, which had videos of several kids, recorded by their parents, on 'What they think are the right values'. It had Quiz and Blog sections along with a 'Pledges' section, urging people and children to take a pledge to do what is right.

Tata Capital operates in more than 100 branches across the country. Its range of offerings includes consumer finance, advisory services, commercial finance, infrastructure finance, securities, investment banking, private equity advisory, credit cards and travel & forex services.

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