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Tata Capital gets people to ‘Do right’

Strategised by Digital L&K Saatchi & Saatchi, the campaign aims to highlight the challenges facing the country and find solutions to overcome them

BestMediaInfo Bureau | Mumbai | February 5, 2015

Tata-Capital-Do-right Click on the image to watch the TVC.

Tata Capital’s ‘Do right’ campaign is focused on highlighting macro issues facing India, and solutions for solving them. The campaign, strategised by Digital L&K Saatchi & Saatchi, starts off by asking India to identify the biggest challenges that face the country. Currently, the campaign is highlighting these challenges on a journey where real stories will be shared and the solutions undertaken to solve them.

In the first phase of this journey, the brand identified the five biggest challenges that India today faces via an online survey (Tata Capital India4India Survey). Having identified these five challenges, the campaign began the journey of highlighting each of these using the powerful medium of story-telling.

The first story in their ‘Journey of Doing Right’ was in the Little Rann of Kutch in Gujarat, where through an ingenious solution called a Wicking Bed was adopted to take care of food scarcity.

Commenting on the initiative, Veetika Deoras, Head – Brand Marketing, Corporate Communication and Digital Vertical, Tata Capital, said, “The ‘Do Right’ initiative reflects the proposition of the Tata Capital brand – “We Only Do What’s Right for You”. The initiative aims to help spread the philosophy of Doing Right and provide platforms to ‘Do Right’. The Journey of Doing Right is one such key platform.”

Deoras further said, “Our first story emanated in the Kharaghoda district of Little Rann of Kutch, where the harsh terrain doesn’t allow food to grow. We and other ‘do righters’ came forward together to help alleviate food scarcity by providing an ingenious solution (‘wicking bed’), which reduces water requirement for growing vegetables by over 90 per cent. The Do Right initiative, based on the insight that doing right is inherent to all of us, has connected with thousands of individuals, using the power of digital medium, and helped them do what is right.”

Anil K Nair Anil K Nair

Anil Nair, CEO & Managing Partner, Digital L&K Saatchi & Saatchi, added here, “How can we get ordinary consumers to participate in a brand’s philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ at its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right.”

The TVC:



Client: Tata Capital

Creative Agency: Digital L&K Saatchi & Saatchi

Creative team: Chetan Kapoor, Associate Creative Director, Copy; Pooja Thingalaya, Associate Creative Director, Creative; Delna Shroff, Copywriter

Account Management: Anisha Tolani, Senior Account Executive - Client Servicing

Social Media: Chantelle Seldanha, Social Media Manager

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