Title | TATA CAPITAL SALAAM LOANS |
Brand | TATA CAPITAL |
Product / Service | TATA CAPITAL LOANS |
Category | A06. Financial Products & Services, Commercial Public Services, B2B Products & Services |
Entrant | TATA CAPITAL Mumbai, INDIA |
Idea Creation | LEO BURNETT INDIA Mumbai, INDIA |
PR | REDIFFUSION Y&R Mumbai, INDIA |
PR 2 | EDELMAN Mumbai, INDIA |
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 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.
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.
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.