Tata Capital: Living Selflessly

A trusted and customer-centric financial service provider, Tata Capital strives to combine genuine care with expertise to give its customers only what is "right for them'. A belief that is captured in its brand proposition ' "We only do what is right for you' or "Karein wohi jo aapke liye sahi'.

Conceptualized by Leo Burnett, the main objective of the TVC titled "'Pehle Aap' is to manifest Tata Capital's core philosophy of always putting their customers' interests first. The thought was brought to life by using children as a metaphor. In the commercial, the child's selfless act of awarding his sibling the bigger gift is the creative rendition of this philosophy.

According to Veetika Deoras, Deputy Vice President, Brand Marketing & Corporate Communication, MD & CEO, Tata Capital, "The essence of brand Tata Capital is encapsulated in our brand proposition - We only do what's right for you or Karein wohi Jo aapke liye sahi. Since inception, we have worked towards putting in place various enablers to fulfill this brand promise. The new campaign will further bolster our efforts to create deep and meaningful engagements with our valued customers."

Elaborating on the creative brief K V Sridhar, National Creative Director, Leo Burnett, said, "Tata Capital as a brand has always kept the values of selflessness and service at its core. And people at its soul. We believe that our customers' interest should always come first. Through our new campaign we intend to take a first step in showcasing this very belief."

"Putting someone else before one's self is something that our elders teach us. Being selfless is priceless and in the commercial the kid's act of foregoing the bigger gift in favour of his sibling aptly brings alive the thought of "Pehle aap'.

Tata Capital draws from the familiarity of the Tata Group, a name synonymous with trust and reliability, and aspires to build itself on the same platform. | By Janees Antoo [janees(at)adgully.com]