Mumbai : Access to credit is a critical ingredient to fulfil one’s dreams and unfortunately the same is often denied to certain sections of the society who need them the most.
Tata Capital has recently launched ‘Salaam Loans’ – a unique and special, limited product, under the Company’s ‘Do Right’ initiative, to extend loans to deserving individuals who may typically not have access to organized credit.
‘Salaam Loans’ is a first-of-a-kind initiative to encourage these deserving people by giving them their ‘#LoanKaHaq’. It does so by democratizing the process of loan approval – for the first time ever, the power of loan approval is in the hands of people, as the public at large will be called upon to ‘salaam’ the stories of such deserving individuals. All one has to do is to submit their story, or stories of people they know, on www.doright.in. Tata Capital, within a week, will provide a loan to the people whose stories get over 1000 likes. The role of the public is critical in this initiative as it is they who, basis the strength of the story, may support the most deserving cases with their ‘salaam’/ likes. The company has even relaxed the tedious documentation process and lowered high interest rates – factors that are synonymous with loan applications.
Aptly titled ‘Salaam Loans’, the initiative aims to salute the unbreakable spirit of those people who brave severe circumstances and yet dare to dream big and pursue their dreams with relentless determination.
Commenting on this campaign, Veetika Deoras, COO – Digital Vertical and Head – Brand Marketing and Corporate Communication said, “The proposition of the Tata Capital brand is – We only do what’s right for you, and as a purpose-led brand we have always believed in doing right by all our stakeholders. Salaam Loans, a true embodiment of that spirit, is a unique and innovative loan product, which specifically caters to the needs of those individuals who are otherwise denied access to organized credit. The product provides these individuals their #LoanKaHaq by handing over the first layer of filtration to the public. Individual stories which secure more than 1000 salaams/likes are then processed for loan application. Leo Burnett has been a key partner for us in this initiative and has been instrumental in crafting the positioning for the campaign”.
The integrated campaign has touch points on digital, radio, outdoor and social media. While people can visit www.doright.in to visit upload their stories, there are other accessible touchpoints for them to write in. For the ones with no access to the internet, on-ground booths across various locations have been set up, including one such booth in Dharavi, Asia’s largest slum. People can register their stories here, after which Tata Capital will display them across its website for people to cast their ‘salaam’. Additionally, people can also register via SMS, by sending ‘SALAAM’ to 56161561 to send in their stories or call the toll-free number.
The digital film made for the promotion of the idea follows the journey of a young man who is running from pillar to post in the hope of a loan. His dream is to re-open his now deceased father’s bakery, but is unable to gather the funds required to do so. After facing refusal from each and every financial institution he approaches, he finally fulfils his dream thanks to a timely loan from Tata Capital Salaam Loans.
Watch the film here:
The creative agency which has conceptualized this idea with Tata Capital is Leo Burnett. Speaking about the breakthrough, innovative offering, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It’s incredible how Tata Capital Salaam Loans democratises the approval process using likes on social media. We believe that charity can only better one’s present, but providing a timely opportunity can change one’s future. Tata Capital’s new offering resonated with Leo Burnett’s Humankind philosophy, and #LoanKaHaq as a campaign empowers every person shunned by financial institutions. We are excited at the idea’s potential and the avenues it opens up for people who need them the most.”
AGENCY CREDITS
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, South Asia: Rajdeepak Das
Chief Strategy Officer, South Asia: Dheeraj Sinha
Business head: Oindrila Roy
Executive Creative Director: Vikram Pandey
Creative Team: Geo Joseph, Sagar Parab, Bhuvan Bali, Yash Ambre, Gaurav Bumb, Vipul Joshi
Account management: Neil Mogre, Hemal Thakkar
Digital Agency: Indigo Consulting
Vice President: Saurabh Mankhand
National Creative Director: Navin Kansal
Client Service Director: Ameya Mukund Mohane
Account Director: Rohan Ichaporia
Account Manager: Naresh Nair
Creative Team: Priyanka Gopal, Anamika George, Shaili Contractor, Gaurang Bailoor, Yatin Tondawalkar, Pankaj Bari, Sacchidanand Chavan
Production House: Prodigious
Executive Producer: Vandana Watsa
Producer: Akshay Multani, Anup Das
Associate Producer: Rajdeep Rahi
Film Director: Joyeeta Patpatia, Mohit Israney
Assistant Director: Seap Chadda, Abhishek Parmar
DOP: Manoj Lobo, Titu K Jena
Line Producer: Bhupesh Pathak
