A little Sikh boy brings alive Tata Capital's philosophy in new campaign

A new TVC by Leo Burnett for Tata Capital uses a little Sikh boy to depict the brand's philosophy of putting its customers first.

Watch the TVC (story continues below)

The TVC features twin brothers Sunny and Goldie. In the early hours of their birthday, Sunny wakes up before everyone else does and stealthily goes to check on what gifts the brothers will get. When he sees that he gets the bigger gift compared to his brother, he swaps the name tags on the gifts. Goldie is delighted with his gift at the party later, and Sunny is happy to see his joy. The ad ends with the baseline, "Karein wahi jo aapke liye sahi".

Veetika Deoras, deputy vice president, brand marketing and corporate communication, Tata Capital, said, "Tata Capital believes in ‘doing what’s right for the customer’ by putting his interests first. The task of the communication was to reiterate the Tata Capital brand proposition and introduce our lines of business to the target audience. We believe that it is critical to build a meaningful connect with customers as individuals and involve them rather than intrude upon them. The communication, through a simple metaphor of one brother selflessly giving the bigger gift to the other brother, highlights the brand philosophy of ‘putting the customers’ interest first’ in a warm and appealing manner."

Amod Dani, creative director, Leo Burnett, added, "Knowing that people are heartened by acts that are selfless in nature, we came up with an idea to depict the same through the ‘World of kids’. The story was penned down through hours and days of tireless crafting and coffee mugs on coffee mugs with the Director, Shoojit Sircar. In the story of twin sardar boys, one of the boys (Sunny) foregoes the bigger birthday gift for a smaller one in order to please his sibling. This selfless act clearly brought alive the principle of ‘you before me’ which the brand lives and breathes each day. Being selfless is priceless and in the commercial the kid’s act of sacrificing the bigger gift in favour of his sibling aptly brings alive the thought of ‘Pehle aap’."

Credits:

The Tata Capital Limited team

Mananging director and chief executive officer, Tata Capital Limited: Praveen P Kadle
Deputy vice president, brand marketing and corporate communication: Veetika Deoras
Assistant vice president, brand marketing: Dipeshwar Singh Grewal
Assistant vice president, brand marketing: Raghvendra Pathak
Associate vice president, corporate communication: Prabhat K Bhattacharya
Assistant vice president, marketing: Rohit Kripalani

The Leo Burnett Team

National creative director: KV Sridhar (Pops)
Creative director: Amod Dani
Copywriters: Anirban Sanyal, Sachin Kamath, Amod Dani
Art directors: Sadanand Narvekar, Nilesh Anjarlekar
Vice president: Anup Vishwananthan
Brand director: Manish Somani
Brand associates: Yash Bhawsar, Nandita Das
Brand Planner: Akhilesh Nath