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Tata Capital gets aggressive on marketing front, releases humorous campaign

Conceptualised by Cartwheel, the latest campaign, titled 'Count on Us', comprises three real-life humorous videos based around a central theme of Tata Capital being a financial advisor. In an exclusive conversation with BestMediaInfo.com, Abonty Banerjee, Chief Digital and Marketing officer, Tata Capital, tells how Tata Capital has set its digital strategy to drive growth and innovation

There's a growing trend of banking and finance and insurance brands taking the humorous route to roll out marketing campaigns. The latest to join the bandwagon is Tata Capital — the financial services arm of the Tata Group. The brand recently launched a quirky campaign ‘Count on Us’ that consists of three real-life humorous videos based on a central theme of Tata Capital being a financial expert and a transparent company that delivers on promises. The key retail offerings showcased are personal, home, two-wheeler and business loans.

Tata Capital's latest campaign #CountOnUs

Conceptualised by Cartwheel and produced by Ubik, the campaign will run across social media platforms and TV (English and regional news networks) with focus on metro cities and key regional markets. The campaign design is based on Tata Capital’s consumer insights through which the brand aims to reinforce the message of delivering on commitments made.

Abonty Banerjee

“In 2018-19, we 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’,” says Abonty Banerjee, Chief Marketing and Digital Officer, Tata Capital.

The brand has got aggressive on the marketing front in the past one year and has been spending heavily to create a niche in the market. First, it launched a mass media brand campaign with the message ‘Taal-matol ko chhodo, Tata Capital se rishta jodo’. The campaign consists of three TVCs that focus on Tata Capital’s key retail loan offerings — personal, home and business loans.

The brand has also launched a couple of social media campaigns — #BreakStereoTypes and #WedEqual. While #BreakStereoTypes, starring Chak De India-fame actress Tanya Abrol, is a humorous video encouraging women to go beyond pre-set gender roles, #WedEqual is a quirky yet thought-provoking video, featuring Mallika Dua and Anubhav Pal. The campaign highlights Tata Capital’s wedding loan offering.

“We are working towards making our brand for the millennials. We are engaging with this segment through various platforms and will continue to nurture this category going forward through campaigns, social media and other digital platforms,” says Banerjee.

Becoming digital-first

Tata Capital has set its digital strategy to drive growth and innovation. Technology played a critical role in redefining the customer journeys, creating new platforms, simplifying processes and identifying newer business avenues. Adopting a customer-focused approach, a series of platforms and initiatives were launched for the retail as well as the commercial business.

During the year, customer-facing digital platforms, including the new Tata Capital portal and the Tata Capital mobile application, were refreshed and relaunched with improved user experience, content and conversational interfaces, including chat-bots.

“As an innovation, we launched AI-powered Voice bot, Tata Capital Intelligent Assistant (TIA). TIA is designed to answer loan-related queries as well as voice-assist a customer’s personal loan journey, check loan eligibility and help the customer through the loan approval process,” says Banerjee.

While the voice-assisted personal loan is a new industry offering, the first edition of TIA, the chat-bot is already available on the Tata Capital website, with features such as AI-led conversational ability to answer customer queries on all offerings, ability to calculate eligibility and provide personalised offers and much more. TIA, in its web-based interface, has already seen rapid adoption by customers in the form of more than three lakh interactions within a first few weeks of launch.

“Customers today use their smartphones as the preferred mode for financial services. TIA’s ability to gather customer insights will further help Tata Capital to enrich the customer experience and enable the organisation to add transformative features to its digital solutions. Tata Capital continues to focus on building and expanding digital platforms to meet the expectations of the ever-evolving customer in India,” says Banerjee.

Tata Capital has also rolled out Version 2.0 Digital Platform exclusively for MSMEs. This version is faster and easier than before. MSME customers can now avail loans up to Rs 50 lakh within four hours with minimal documentation with 90% faster and simpler processes. The platform has also enabled the organisation to enter new segments and offer loans with lower-ticket sizes. With this, customers can now avail channel finance loans up to Rs 2 crore, sales-invoice discounting facility up to Rs 20 crore and equipment finance loans up to Rs 1 crore.

“We have recently re-energised our wealth management business as well. Tata Capital wealth management business offers an array of investment solutions and advisory services. The key offerings include investment solutions, protection solutions, financing solutions and advisory services,” informs Banerjee before signing off.

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