AdStrat: Do it Rght, urges Tata Capital

09 Feb,2015

Campaign:The Journey of Doing Right



Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy: “We only do what’s right for you”. Through the ‘Do Right’ initiative, they aimed at inspiring people to ‘Do Right’ & wanted to provide them with a platform to do so. The same was achieved with a successful first season of the ‘Half Stories’ initiative and are now in the midst of the next season with a larger objective.


The TG:

TG is people between the age group of 25-45, who believe in doing whatever they can for society and love helping those in need. They are either associated with an NGO or doing some on-ground work towards a social cause. There are many who often don’t know where to begin and Tata Capital wanted to give these individuals a platform to do so.


The Insight:

India is a land of a million challenges. Challenges like illiteracy, pollution and women empowerment that need greater attention. But while our country may face a million challenges, in us, it has 1.2 billion solutions.


About the campaign:

At every turn in this country, there is an issue staring at us. In fact, there are millions of micro stories in India that stem from macro challenges that are facing the nation. So an issue faced by one family could actually be a challenge faced by the entire nation. How can these issues be highlighted? A movement to get the support of the people of India towards these issues was needed – via a contribution or providing physical support.


This season, Tata Capital started by asking India to identify the biggest challenges that face the country. We are now highlighting these challenges on a journey where we will discover real stories of obstacles, sacrifices and challenges that will take us across this vast nation. We will not only complete these stories, but also highlight the macro issues behind them facing India.


It has successfully completed the first story in its Journey of Doing Right in the Little Rann of Kutch, Gujarat where, through an ingenious solution called a Wicking Bed, where we would be providing a permanent solution to the challenge of food scarcity.


Anil Nair

Anil S. Nair, CEO & Managing Partner, Digital L&K Saatchi & Saatchi said: “How can we get ordinary consumers to participate in a brands 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’ as its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right.”


Veetik Deoras – Head – Brand Marketing, Corporate Communication and Digital Vertical at Tata Capital commented: “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. As the first phase of this Journey, we identified the five biggest challenges that India today faces via an online survey (Tata Capital India4India Survey). Having identified these five challenges, we began the Journey of highlighting each of these using the powerful medium of story-telling. 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%. 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.”


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