Creative Execution

We launched an online survey on doright.in titled India4India survey which sought out the top challenges that we face as a nation. Tata Capital journeyed across India to discover stories of courage and highlighted these challenges using the digital medium to help raise awareness. Each story is converted into a video to effectively communicate the challenge, which is seeded across You Tube and owned channels. We use Instagram to post photo-oriented updates of the journey. Our efforts are significantly amplified through the use of blogs, sponsored posts and tweets. Successfully completed four stories - visit www.doright.in to know more.

Reached over 10m people. Garnered significant brand visibility across online and print. But a truly satisfying achievement has been the smiles on the faces of those directly impacted from these four stories. We received responses and donations from our network of Do Righters not only in India, but across the globe! One Do Righter even pledged to donate ten rupees for every Do Right re-tweet. The love and faith shown by them has been encouraging. We successfully completed 4 stories, over Rs. 328,000 raised as well. Over 7,000,000 people reached on Social Media, over 1million video views across the stories.

Tata Capital’s brand promise ‘we only do what’s right for you’ reflects its strong resolve to do right by its stakeholders and society at large. To help spread the ‘Do Right’ philosophy through action, the ‘Do Right’ initiative was launched. Tata Capital caters to a wide range of audiences across retail and corporate. ‘Do Right’ is a higher purpose, and it wanted to partner and engage with its customers – whether B2C or B2B – as individuals. Through this unique initiative, the company endeavors to build an emotional/purposive connect with the brand by uniting the interests of this diverse target audience to a greater purpose. The initiative aims to nurture and spread the spirit of ‘Do Right', by inspiring people and providing platforms for them to Do Right. The campaign engages, inspires and involves people to participate in doing what's right.