TATA CAPITAL SALAAM LOANS

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TitleTATA CAPITAL SALAAM LOANS
ClientTATA 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

The Campaign

We created - The World’s first democratized loan. To make loans accessible to the people we changed the eligibility criteria from credit scores to human emotion. 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. A move that changed the existing dynamic of the financial system became a conversation starter right from the start.

Execution

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.

The Situation

Salaam Loans is a unique loan product 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, it also positioned Tata Capital as one of the most empathetic loan providers in the country.

The Strategy

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.

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
Gaurav Bumb Leo Burnett Creative
Neil Mogre Leo Burnett Brand Director
Rajdeep Rahi Prodigious India Associate Producer
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