Title | TATA CAPITAL SALAAM LOANS |
Brand | TATA CAPITAL |
Product / Service | TATA CAPITAL LOANS |
Category | B12. Brand Voice & Strategic Storytelling |
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 |
Living our brand’s promise - "We do what is right for you" - we created 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.
Twitter influencers like Gul Panag, Ranvijay Singh, Rahul Bose, Saina Nehwal and Geeta Phogat encouraged the online community to caste their salaams (Likes) and 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 from prominent news portals like Business Standard & TOI to support the cause. Gauri Sawant, India's popular transgender activist elaborated how Salaam Loans would benefit her, at a press meet. While the soft launch took place in March, the campaign was launched on April 2017. After launch, RJ Gautam (one of India's most popular RJ's) from Radio Mirchi hosted an impromptu radio show for Salaam Loans. India's No.1 financial news channel CNBC India appraised Salaam Loans with the headline, "Tata Capital replaces the credit score with Likes". Publications across the country carried the news of Salaam Loans.
Tier 1 : The campaign generated over Rs 7 million worth of earned impressions across print media, electronic media, digital media and social media The revolutionary nature of the product got CNBC, country’s foremost business channel to review the product. Tier 2 and 3: We received overwhelming public support with close to 4 lakhs visit on website in last 2 months. Within the first 2 months of the product launch, we received 1054 loan applications 14 millions engagements with loan approvers on social media. Overall, we had 7 million worth of free impressions.
Tata Capital, India's leading Non-banking Financial Company, is established on the ethos of "We do what is right for you". Staying true to its purpose, Tata Capital created Salaam Loans. Salaam Loans is a unique loan platform which has taken on an integral part of the credit approval process – 'the credit score' and replaced it with human emotions as the key criterion for loan approval. The revolutionary product not only got the Indian financial media talking about it, but also strengthened Tata Capital's position as one of the most empathetic loan providers in India.
The goal: Reach 2 sets of audiences. Audience 1: The masses below 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. The approach and PR planning: We were handing over the power of loan approval to the people. Our goal was to spread awareness for this story. We activated a digital campaign on Facebook and Twitter called #LoanKaHaq (Right to Loans). People became aware of the situation of the ‘unloanables’. It invited people to go to the website and register their salaams (likes) on deserving stories. 1000 Salaams, means a loan within a week. To make applications accessible for people with no internet, we activated multiple channels like video booths, short codes for feature phones. Using these channels, people could easily upload their applications to the platform.