Brief Explanation

Our research highlighted that most financial services players are ‘Selling’ to customers, and not truly ‘Serving’ customers. Based on this insight we conceptualized our Brand Promise – ‘We only do what’s RIGHT for you’; where you stands for the customer and other stakeholders. The Promise is extremely relevant, differentiated and credible coming from the house of Tatas. The Promise has been enumerated via a Brand Charter and the first tenet of the Charter is – Putting Customer’s Interest above our own. The Campaign focuses on communicating the Brand Promise using this key tenet; and on building a relevant emotional Brand connect. The campaign uses metaphor of twin brothers, one of whom, on morning of their birthday, apprehending his brother’s disappointment at being given the smaller gift swaps his bigger gift with the smaller gift as a simple, humane, touching gesture of ‘putting his interest first’. The situation was short-listed after conducting discussions with children to understand what they considered a selfless act. The execution is warm and simple and brings forth the beauty of the relationship shared between two brothers. It highlights the elation of one brother and the sense of satisfaction felt by the other brother who sacrifices his bigger gift.