Campaign: Do Right
Brand: Tata Capital
Company: Tata Capital Ltd
Agency: Leo Burnett
The Campaign
An original composition by the musical trio of Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa with lyrics penned by Gulzar is sure to be a winner. Now pour in some innocence through some visuals of eight-year-olds diligently rehearsing and imbibing the message to complete the composition?s visual architecture. Impact? Well, it?s almost surreal.
What we are talking about here is Tata Capital?s latest television commercial which intends to promote its brand philosophy, ?We only do what?s right for you? or ?Karein wahi jo aapke liye sahi?. The commercial showcases Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa giving music lessons to a school choir wherein the essence of the song taught during the class is doing what is right and instilling the right values in oneself. Once the music/song comes to an end, a voice-over takes charge urging viewers to teach the ?right values? to the future generation and visit the website, http://www.doright.in, the primary platform to promote the initiative. Online and social media will play a significant role in this initiative.
Our Take
Tata Capital, the financial services subsidiary of Tata Sons Ltd, aims to be a trusted, customer-centric, one-stop financial solutions partner. Thereby, it chooses to do so through its brand promise,?We only do what?s right for you?. Now, since the promise is projected as powerful and yet simple, honest and warm, what better than to choose children to depict the visual imagery. It?s a known fact that children, by virtue of their age and innocence, carry the charm to create empathy amongst viewers; and Tata Capital is only an addition to the long length of brands that depend on this strategy. Tata Capital, however, has taken a further smart step to connect with its target audience. It has crafted and used original music through a respected musical combination (Shankar-Ehsaan-Loy and Gulzar), which has helped to communicate the message of the ?Do Right? initiative even more extensively.
Interestingly, the ad is not a traditional television commercial. The video (33 seconds) that will be playing across TV channels and online, include only clips of the Tata Capital signature song, the length of which is more than three minutes. The song and its clips is one of the communication tools that Tata Capital is using to draw people specifically to the ?Do Right? website (www.doright.in), the main platform for this campaign.
And this could be the challenge. While viewers may choose to visit the website and get engaged with it too?through videos on children and quizzes, it does not engage the target group directly with the brand. Consequently, the ad may not be able to create a great impact on the brand?s overall business. For the record, the ?Do Right? website will help invite customer generated content around the theme. The content would also get reflected on Tata Capital?s social media channels specifically created for the campaign?the Do Right Facebook page and Twitter channels.