Tata Capital launches new brand campaign – ‘Count on Us’

The campaign consists of three videos, and will run across TV and Social Media

e4m by exchange4media Staff
Updated: Nov 4, 2019 1:08 PM
Tata Capital

Tata Capital, the financial services arm of the Tata Group, has launched its latest brand campaign ‘Count on Us’.

The campaign consists of three videos based on a central theme of Tata Capital being a financial expert, transparent company that delivers on promises.

The campaign went live on November 3 and will run across TV – English and Regional News Networks, and Social Media with a focus on Metros and key regional markets.

The campaign design is based on Tata Capital’s consumer insights.

The videos comprise three different messages in the form of conversations that take place between a customer and an agent.

Commenting on the brand campaign, Abonty Banerjee, Chief Marketing and Digital Officer, Tata Capital, said: “Tata has been recently acknowledged as India’s most valuable brand.
With the current campaign, we want to extend this legacy and reinforce Tata Capital as a brand that one can count on. In 2018 – 19, we have intensified our efforts in building a customer – first culture across Tata Capital, we have built simpler customer journeys, invested in technology to deliver faster and better with innovative digital service offerings. Combine this, with the trust, Tata Capital intrinsically stands for, the theme is a perfect fit. We want the customer to ‘Count on Us’.”

The videos were conceptualised by creative agency Cartwheel and stars Gopal Dutt in the lead role of the pesky agent.

On the brand campaign, D Ramakrishna, Founder and Creative Head, Cartwheel, said: “Tata Capital, with its reputation for honesty, transparency, trustworthiness, and integrity saw an opportunity in presenting itself as an antidote to the frustrating experiences that customers face when they seek loans. The campaign features an archetypal sales executive who tries to charm his way out giving any real answers, but faces his come-uppance. The campaign highlights some of the key attributes of Tata Capital - transparency, reliability, and thoroughness.”

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