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Ad Review: Tata Capital's mantra to 'Live Selflessly'

04-March-2011
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Ad Review: Tata Capital's mantra to 'Live Selflessly'

Tata Capital Ltd, a subsidiary of Tata Sons Ltd, debuted its new TVC on Monday, February 28, 2011, along with the Oscars 2011. The TVC, sporting the tagline ‘Karein wohi jo aapke liye sahi’, takes Tata Capital’s consumer engagement to newer heights.

Client: Tata Capital Limited
Brand: Tata Group
Agency: Leo Burnett
Medium: Television

The Brief:
Commenting on the campaign, Praveen P Kadle, MD & CEO, Tata Capital Ltd, said, “The essence of brand Tata Capital is encapsulated in our brand proposition – We only do what’s right for you or ‘Karein wohi Jo aapke liye sahi’. Since inception, we have worked towards putting in place various enablers to fulfill this brand promise. The new campaign will further bolster our efforts to create deep and meaningful engagements with our valued customers.”

The Execution:
The campaign has been conceptualised by Leo Burnett and has the ‘emotional impact ‘of Tata Capital campaigns intact. The TVC is titled ‘Gift Exchange’ to manifest Tata Capital’s philosophy of always putting their customers’ interests first.

Elaborating on the creative brief, KV Sridhar, National Creative Director, Leo Burnett, said, “Tata Capital as a brand has always kept the values of selflessness and service at its core. And people at its soul. We believe that our customers’ interest should always come first. Through our new campaign we intend to take a first step in showcasing this very belief.”

“Putting someone else before one’s self is something that our elders teach us. Being selfless is priceless and in the commercial the kid’s act of foregoing the bigger gift in favour of his sibling aptly brings alive the thought of ‘Pehle aap’. Shoojit Sircar’s storytelling along with the ‘Lakdi ki kaathi’ track added a different dimension to the commercial,” said Amod Dani, Creative Director, Leo Burnett.

The Final Product:
The commercial features a child’s selfless act of awarding his sibling the bigger gift. The background score ‘lakadi ki kaathi’ helps in bringing out the innocence of the child that the makers of the campaign want to depict.

Xpert Comment:
Commenting on the campaign, Juju Basu, Vice President and Senior Creative Director, Contract Advertising, said, “Selflessness is a fine virtue. It’s great to see a brand that wants to appropriate it. Gandhi, Mandela and even Osama Bin Laden have all sacrificed their personal happiness for a greater cause. In the ad here, little Sunny could grow up to be like one of them. However, I miss an indication of what Tata Capital is sacrificing or what its customers might gain as a result. Communication that makes that clearer would be more convincing in this very competitive world of NBFCs. And I didn’t understand what Goldie did to deserve the smaller box.”

Our Take:
The campaign revolves around the traditional Indian value of selflessness. The concept of using children is an add-on to this, since the innocence is one of the keys to altruistic nature. The campaign seems to be apt in sending across the consumer-centric character of Tata Capital.
 

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