The Campaign

The Journey of Doing Right aims to help spread the spirit of ‘doing right’ and in the process live the promise of the Tata Capital Brand and do ‘right’ for the society at large. Encouraged by the response during the first season, in its second season, it aimed to bring in the context of the nation (India) at large. A first-of-its-kind survey titled Tata Capital India4India survey asked people to vote for the most critical challenges that India needs to resolve. Post the survey results, using the digital and storytelling mix, we set out on a journey to explore 5 stories identifying each challenge. The idea is to fulfill these needs and complete these ‘half stories’ with the help of donations from anyone who contributes. The second season is ongoing and thus far we have successfully completed four stories (discussed later). From a PR perspective, we used a combination of paid-online, paid-offline, earned and owned media to promote our Survey results and each of our stories. We announced the Survey results during a media roundtable and garnered significant coverage for the same. During our story phase, we used a mix of paid and earned media (both online and offline) to promote the stories. Articles were published in the DNA newspaper (a leading English daily) while many online wires/trade publications carried our stories of courage and perseverance to every corner of India. We also reached out to Bloggers and Influencers to help spread the word about this initiative.

The Brief

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. The goal is to ensure that Tata Capital is registered in the stakeholders mind as a brand which believes in doing right. The 5 main challenges faced by India were identified through the “Tata Capital India4India” Survey. We then undertook our journey across India to highlight stories of courage and brought together people to participate and help complete the stories.

Results

We have reached over 10m people with this initiative. The Campaign also garnered a lot of visibility for the brand across online and print media. But a truly satisfying achievement has been the smiles on the faces of those directly impacted from these four stories. The response from our network of Do Righters has been tremendous. We have received donations from various locations 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 our network of Do Righters has been encouraging. We successfully completed 4 stories, over Rs. 328,000 raised from over 200 donors. Over 7,000,000 people reached on Social Media and over a million video views across the stories. Also, over 200 clips across PR, Blogs and content sites with a total Media Value of over Rs. 32 lakhs was garnered!

Execution

We launched an online survey on doright.in titled India4India survey which sought out the top challenges that we face as a nation. Basis the top 5 challenges, 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. We have successfully completed four stories - created wicking-beds in the harsh deserts of Rann of Kutch to grow green vegetables, brought solar-power to an orphanage in Maharashtra, transformed a ‘boat school’ in Varanasi and empowered the women of a village in Assam with the support of over 200 donors across the globe.

The Situation

Over the last two decades India has witnessed high growth and is poised to become one of the world’s leading nations. However it still faces challenges that impede its growth. Tata Capital set out to identify the top 5 issues that mar India’s growth, the reasons for the same and showcase people’s willingness to bring about a change. Tata Capital’s ‘India4India’ Survey is an exclusive study on the major social issues faced by India today. The research accumulates responses from 1001 respondents and 5000 votes. Basic Healthcare, Illiteracy, Food Scarcity, Child Rights and Women Empowerment emerged as the top challenges.

The Strategy

The campaign engages, inspires and involves people to participate in doing what's right. Firstly, our attempt was to identify the key challenges facing our country and highlight them through the lens of individual half stories. Issues like poverty, pollution, women’s empowerment – are causes that need greater attention. Therefore, an online survey (#India4India) was launched, available on ‘http://doright.in/, which asked people to vote for the most critical challenges facing our country. We set out on a journey to identify stories encapsulating these issues and finding an ending to those stories with the aid of Do Righters. 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. The initiative aims to inspire people and provide platforms for them to do so.