TATA CAPITAL SALAAM LOANS

TitleTATA CAPITAL SALAAM LOANS
BrandTATA CAPITAL
Product / ServiceTATA CAPITAL LOANS
CategoryA06. Financial Products & Services, Commercial Public Services, B2B Products & Services
EntrantTATA CAPITAL Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
PR REDIFFUSION Y&R Mumbai, INDIA
PR 2 EDELMAN Mumbai, INDIA

Credits

Name Company Position
Saurabh Verma Leo Burnett India Chief Executive Officer
Rajdeepak Das Leo Burnett India Chief Creative Officer
Dheeraj Sinha Leo Burnett India Chief Strategy Officer
Oindrila Roy Leo Burnett India Business Head
Vikram Pandey Leo Burnett India Executive Creative Director
Sagar Parab Leo Burnett India Creative
Geo Joseph Leo Burnett India Creative
Bhuvan Bali Leo Burnett India Creative
Yash Ambre Leo Burnett India Creative
Vipul Joshi Leo Burnett India Creative
Hemal Thakkar Leo Burnett India Brand Associate
Amrita Chatterji Leo Burnett India Brand Strategy Director
Saurabh Mankhand Indigo Consulting Vice President
Navin Kansal Indigo Consulting National Creative Director
Ameya Mukund Mohane Indigo Consulting Client Services Director
Rohan Icchaporia Indigo Consulting Account Director
Priyanka Gopal Indigo Consulting Creative
Anamika George Indigo Consulting Creative
Shaili Contractor Indigo Consulting Creative
Gaurang Bailoor Indigo Consulting Creative
Yatin Tondalwalakar Indigo Consulting Creative
Pankaj Bari Indigo Consulting Creative
Naresh Nair Indigo Consulting Social Media Manager
Sacchidanand Chauhan Indigo Consulting Creative
Vandana Watsa Prodigious India Head of Prodigious
Akshay Multani Prodigious India Producer
Anup Das Prodigious India Producer
Joyeeta Patpatia Prodigious India Film Director
Mohit Israney Prodigious India Film Director
Dileep Dharampuri Leo Burnett India Creative Content Editor

The Campaign

The World’s first democratized loan. To make loans accessible to the people, we created a product which shifted the power of loan approval from the hands of the banking system to India’s 200 million strong Facebook community, thus revolutionizing the loan approval process. Each and every application for Salaam Loans was acquired through a direct customer interaction. Even the approval of the loans depended on direct response.

Creative Execution

Implementation: For people with no internet access, we set up booths across the country, especially in Dharavi, Asia’s largest slum. Here people could record their video applications and upload them on the platform. Multiple radio stations were used to reach the unloanables and invite loan applications through SMS. Twitter influencer's like Gul Panag, Ranvijay Singh, Rahul Bose, Saina Nehwal and Geeta Phogat encouraged the online community to not only caste their likes but also help deserving applicants to get on the platform for a loan. Native content platforms such as ScoopWhoop and The Better India endorsed the innovative product garnering more support for the cause. Timeline: While the soft launch took place in March, the campaign was launched on April 2017. Placement: Product platform: doright.in Facebook: https://www.facebook.com/tatacapital/ Twitter: https://twitter.com/tatacapital Scale: 37.6 million people were impacted through Facebook and Twitter within the first 2 weeks of the campaign.

Results

Within 2 months of the product launch: a. With 4 lakhs in 2 months, the public support keeps growing b.We received 1054 loan applications c. 14 millions engagements with loan approvers on social media

Direct response is the genesis of the product Salaam Loans. From the application to the approval process, each step involves direct interaction with the respective target groups involved.

2 sets of target audiences: Audience 1: The masses below the poverty line who do not have access to an organized credit system. Audience 2: India’s 200 million Facebook community in whose hand the brand wanted to place the power of loan approval. For people with no internet access, we used channels such as video booths and short codes for feature phones, so loan applicants could easily upload their applications. To encourage the public, a digital campaign #LoanKaHaq (Right to Loans) was launched on Facebook and Twitter. The campaign made people aware of the situation faced by 'unloanables' and invited them to register their salaams (likes) on the deserving stories. A story with 1000 Salaams meant a loan in a week. 2 call to actions were used for the 2 audience sets: i. Unloanables were invited to apply for the loans. ii.The Facebook community was encouraged to approve the loans.

Links

Website URL