Simplicity and relevance is at the core of our communication process: Kaushik Chakraborty

Tata Capital, the flagship financial services brand under the Tata Group has unveiled its latest campaign, ‘Mitaye Faasle’, featuring brand ambassador and cricketer Shubham Gill. The campaign comprises of three brand films showcasing Tata Capital Two-Wheeler Loan, Tata Capital Home Loan, and Tata Capital Business Loan.

The campaign tells the story of three individuals, drawing a parallel between their and Shubham Gill’s lives and shows how Tata Capital helps them to achieve their dreams when they think they cannot achieve them, further bridging the gap between their dreams and reality.

Watch the ad films here:

In conversation with Adgully, Kaushik Chakraborty, Head of Marketing & Corporate Communications, Tata Capital, sheds light on the core thought and concept behind the campaign ‘MItaye Faasle’, the inspiration behind it, the message that the campaign is conveying, the reason behind the collaboration with Shubham Gill, the marketing/ media mix strategy, and more.

What is the core thought and concept behind the ‘Mitaye Faasle’ campaign? What is the inspiration behind it?

The inspiration for the ‘Mitaye Faasle’ campaign by Tata Capital came from a simple, but powerful insight that despite working tirelessly towards our life goals, there are times when we fall a little short financially to achieve them. This inadequacy is what inspired the campaign idea of helping individuals overcome the financial barriers that stand between them and their aspirations. The campaign draws a parallel between Shubman Gill, the celebrated cricketer’s journey, and the aspirations of the common man, which shows the challenges from their everyday life to create a strong emotional connection with the audience. Tata Capital’s role in the campaign is that of a financial enabler that helps consumers bridge the gap (Mitaye Faasle) between their aspirations and attainable realities.

What is the message that the campaign ‘Mitaye Faasle’ is conveying?

At Tata Capital, we play the role of a financial enabler in the lives of consumers to help them achieve their dreams. The core message of the campaign is that Tata Capital empowers customers by providing financial solutions to fulfill their goals like owning a home, buying a two-wheeler, or expanding a business. The ‘Mitaye Faasle’ campaign encapsulates the brand’s broader purpose of being a responsible financial partner fulfilling India’s aspirations. We are committed to simplifying finances and making sure that customers can achieve their dreams with our support.

What was the reason for the collaboration with Shubman Gill as the brand ambassador for the campaign, and how does he represent the brand values of Tata Capital?

As a self-made youth icon with an immense fan following across the country, Shubman Gill embodies the aspirations and dreams of India’s young, dynamic, and diverse population. His journey in the world of cricket mirrors the journey of Tata Capital in the financial services sector – as we are both driven by passion, skill, and a relentless pursuit of excellence. Shubman’s popularity as a cricketing star allows us to connect with audiences across different age groups, cutting through demographic boundaries and reaching a broader audience base. In this campaign by drawing parallel to Shubman’s struggles with a common man’s problems and then helping the common man achieve his or her dream, we have humanized the brand as a key enabler in the process.

Which creative agency has conceptualized the campaign and what was the creative brief given to them?

We work with McCann as our creative partner. The creative brief was to think of an idea that connects the Tata Capital brand with the common man and our target customers in an emotive way while showcasing the strength of our Brand Ambassador as a cricketer and a human being.

What is the marketing/ media mix strategy of the campaign and what forms the core of the creative communication process at Tata Capital?

Our marketing/ media mix for ‘Mitaye Faasle’ encompasses a 360-degree approach, combining television, OOH, Social Media, and other digital platforms. At the core of our communication process is simplicity and relevance, and we aim to speak in a language that resonates with our customers, making complex financial products easy to understand and access. This ensures that our message connects with our audience on a deeper, more personal level across media platforms.