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Tata Capital launches the ‘Do Right’ initiative

Conceptualised by Leo Burnett, the campaign, aimed at inculcating right values in children, will feature the Tata Capital signature song composed and performed by Shankar, Ehsaan and Loy

BestMediaInfo Bureau | Mumbai | June 11, 2013

Tata Capital, the financial services arm of the Tata Group, has launched the ‘Do Right’ initiative, a campaign aimed at inspiring and inculcating the ‘right’ values in children from a young age. Tata Capital believes that while children may close their ears to advice, they always learn from examples or actions, and thus aims to get parents and other adults thinking about the philosophy and need to do more right so that by their actions and examples, the right values are instilled in children.

The campaign will include the launch of the Tata Capital Signature Song, whose lyrics have been written by the legendary poet, lyricist and director, Gulzar, with music composed and performed by the musical trio of Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa. The song, for which a video has been created, furthers the cause of the campaign by encouraging people to ‘Do Right’.

Short, select clips of this music video will also run as unique TV commercials, leading viewers to the website, which will act as the main platform for all the initiatives under the ‘Do Right’ campaign. The campaign will also be supported by radio, social media and other digital marketing activities.

Praveen Kadle, MD & CEO, Tata Capital, said, “Tata Capital has followed its brand promise of ‘We only do what’s right for you’ right from inception and the ‘Do Right’ campaign is a natural extension of this promise. We believe that by instilling the right values in children at a young age by leading by example, we can truly point them in the right direction and bring about an overall, long-lasting positive change in society.”

While the music video has been conceptualised and produced by Cinema Vision India (CVI), the overall ‘Do Right’ campaign has been crafted by Tata Capital’s frontline ad agency, Leo Burnett.

The Video:


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