Tata Capital, the financial services arm of the Tata Group, launched its branding campaign in mass media with the message “Taal-matol ko choddo, Tata Capital se rishta jodo”. Conceptualized by Cartwheel, Tata Capital’s creative agency, the campaign consists of three TV commercials that focus on Tata Capital’s main retail loan offerings – personal, residential and business loans.
The campaign message is derived from the idea that procrastination is typical human behavior until a trigger point is encountered. At this trigger, the goal is to create an association with Tata Capital as a solution provider.
The three TVCs, one for each product, highlight this insight with scenes from everyday life. In the TVC home loan, a couple is not allowed to put nails on the wall by the owner. Fed up with this, the couple decide to take out a mortgage and buy their own house. The TVC Business Loan features a businessman who delays all of his investment plans until he decides to take out a loan. In the personal loan, a retired couple is arguing over their long-planned vacation. The campaign focuses on how clients can benefit from easy, simple and fast loans from Tata Capital.
Abonty Banerjee, Chief Marketing and Digital Officer, Tata Capital, said, “Our goal is to become a brand of choice among consumer lending audiences and the campaign is a step in that direction. The messages of the “Taal-matol ko choddo” campaign are all taken from everyday life with a touch of humor and we are convinced that consumers will strongly identify with these messages. We believe the campaign will dramatically increase brand awareness and trigger the purchase of our core retail lending products – home, personal and small business loans from Tata Capital. “
Dr Ramakrishna, Founder and Creative Director of Cartwheel, said: “It is human nature to put things off until something happens that tips the scales, whether it be buy a house, take a well-deserved vacation or expand your business. This campaign is built that makes people stop procrastinating and do what they wanted, by presenting quick loans from Tata Capital.
The campaign will run on TV – GEC Hindi, Movies, Regional News and Networks, OOH and Social Media with a focus on key subways and regional markets.
Client: Tata Capital
Agency: Cartwheel Creative Consultancy Private Limited
Founder and Creative Director: D Ramakrishna
Production house: Ubik Film Private Limited
Director: Surjo Deb
DOP: André Menezes