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Tata Capital's New Brand Campaign: Living Selflessly

Conceptualized by Leo Burnet, the TVC reflects the brand’s core philosophy; watch the TVC here.

Tata Capital’s New Brand Campaign: Living Selflessly

Conceptualized by Leo Burnet, the TVC reflects the brand’s core philosophy; watch the TVC here.

Neha S | Delhi | March 9, 2011

Tata Capital Limited, a subsidiary of Tata Sons Limited announced the launch of its new TVC, taking Tata Capital’s customer engagement to new heights. The TVC broke on Monday, 28 February, along with the Oscars’.

A trusted and customer-centric financial service provider, Tata Capital strives to combine genuine care with expertise to give its customers only what is ‘right for them’. A belief that is captured in its brand proposition – ‘We only do what is right for you’ or ‘Karein wohi jo aapke liye sahi’.

Conceptualized by Leo Burnett, the main objective of the TVC titled ‘’Pehle Aap’ is to manifest Tata Capital’s core philosophy of always putting their customers’ interests first. The thought was brought to life by using children as a metaphor. In the commercial, the child’s selfless act of awarding his sibling the bigger gift is the creative rendition of this philosophy.


According to Veetika Deoras, Deputy Vice President, Brand Marketing & Corporate Communication, MD & CEO, Tata Capital, “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.”

Elaborating on the creative brief K V 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’.

Tata Capital draws from the familiarity of the Tata Group, a name synonymous with trust and reliability, and aspires to build itself on the same platform.


The Tata Capital Limited team

MD & CEO, Tata Capital Limited - Praveen P Kadle Deputy Vice President | Brand Marketing & Corporate Communication - Veetika Deoras Asst Vice President | Brand Marketing - Dipeshwar Singh Grewal Asst. Vice President | Brand Marketing - Raghvendra Pathak Associate VP | Corporate Communication - Prabhat K Bhattacharya Asst. Vice President | Marketing - Rohit Kripalani The Leo Burnett Team National Creative Director: KV Sridhar (Pops) Creative Director: Amod Dani Copywriters: Anirban Sanyal, Sachin Kamath, Amod Dani Art Directors: Sadanand Narvekar, Nilesh Anjarlekar Vice President: Anup Vishwananthan Brand Director: Manish Somani Brand Associates: Yash Bhawsar, Nandita Das Brand Planner: Akhilesh Nath

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