Tata Capital’s ‘Do Right’ initiative has been chosen as the winner of the Global EthicMark Award for Best Advertising Campaign 2016 in the ‘For-Profit’ category, the company has announced.
Tata Capital is the first-ever EthicMark award winner from India. The ‘Do Right’ initiative by Tata Capital was shortlisted in the ‘For Profit’ category along with other brands like GNP Insurance (Mexico), ESPN (Brazil) and Chase (Netherlands). The winner in the non-profit category was the United Nations’ campaign ‘Give Mom Back Her Name’.
The EthicMark Awards seek to transform advertising by demonstrating the power of media campaigns to inspire, focus on human potentials and further both public and private legitimate interests. EthicMark award-winning companies are recognized for the creativity of their message, the value of the product or service, and the quality of the company culture. This all-encompassing standard ensures the integrity of the Awards and the esteem accruable to winners' reputations.
The ‘Do Right’ initiative emanates from the brand philosophy of Tata Capital - ‘We only do what’s right for you’ and aims to spread the spirit of ‘doing right’. The initiative involved a journey of over 3000 kms across India to discover stories of courage and perseverance from the farthest corners of India and use the power of digital media to help effect social change.
Speaking about the achievement, Praveen Kadle, Managing Director & CEO, Tata Capital said, "Tata Capital is delighted to win the EthicMark Award. The ‘Do Right’ Initiative stems from Tata Capital's brand promise of 'We only do what's right for you' and is a confluence of the brand's purpose and positive societal impact. This prestigious award is a validation of our efforts on a global stage."
You can watch the campaign here: