Campaign: Kare wohi jo aap ke liye sahi

Brand: Tata Capital Housing Finance

Company : Tata Capital

Agency: Leo Burnett

The Campaign

The ad titled ‘Humming girl’ opens on a girl crossing her school corridor with a tune on her lips. She is hushed by a teacher and we see a sad expression on her face. As the girl resumes humming on her way back from the school, she is stopped by a friend who’s sleeping on her shoulder. Cut to the next frame, we see her sitting somewhere outside with a friend, reading a book. Out of habit she starts humming the same tune and is again interrupted by her friend who gives her a disapproving expression.

This is followed by her playing hide-and-seek with a group of friends. Playing a spoilsport, she starts singing as she hides with her friends in a closet and is silenced forcefully by a boy.

In the next scene, she is hushed up once again by a group of friends who feel that her humming will shoo away the

rabbits. Lastly, the girl is able to hum without any interruptions in her own house. VO: Hum janate hai ki aap khulke jeete hai sirf apne ghar mein (We know you can live life freely only in your own home).

Our Take

Financial services players have been known to make children a part of their communication strategy. And Tata Capital has stuck to the idea for many years now. Be it the 2008 commercial where a boy helps two girls in buying ice candies by selling their treasure (an old coin) to an antique seller, or more recently, the film featuring a considerate little boy who keeps the bigger birthday present for his twin brother. Based on the insight how one can express freely when there?s ownership, the latest ad is targeted at home loan buyers in the age group of 25-45 years. Considering how the market is cluttered with innumerable offers in this segment, the film successfully builds confidence in the minds of consumers about its offering. However, the confidence may seem too good to be real in today?s scenario of rising interest rates and financial uncertainty. In terms of execution, the ad gets full marks.

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