Tata Capital, the flagship financial services company of the Tata Group has presented its latest campaign, ‘Mitaye Faasle’, featuring brand ambassador Shubman Gill. The campaign is inspired by the insight that even after putting in relentless efforts, individuals sometimes fall short of achieving goals that they set for themselves. These may be a new home, a new vehicle, expanding their business, funding their child’s education and many others. The campaign ‘Mitaye Faasle’ talks about how Tata Capital can help customers achieve their goals by being the financial enabler and bridging the gap between their efforts and their aspirations.
The campaign illustrates how Tata Capital plays a pivotal role in helping customers reach key life milestones—whether it is helping a young couple secure their dream home, enabling an entrepreneur to expand her business, or making someone’s first two-wheeler purchase possible. Each story underscores Tata Capital’s role in supporting and empowering customers at every step of their financial journey, and ensuring that their aspirations become attainable realities.
The campaign comprises a series of three films that draw parallels between Gill’s journey, and that of consumers, narrating scenarios from everyday lives of the consumers.
Medianews4u.com caught up with Kaushik Chakraborty- Head Marketing and Corporate Communications for Tata Capital:
Q. How did the idea for the ‘Mitaye Faasle’ campaign come about?
The ‘Mitaye Faasle’ campaign was born out of a simple but important customer insight that, people often face financial hurdles while trying to achieve their aspirations. At Tata Capital, we wanted to create a narrative that positions us as an enabler in helping customers bridge the financial gap between their aspiration and achievement. This campaign is our way of telling customers that Tata Capital is always here to help them close that gap.
Q. The campaign talks about consumers’ aspirations. In this category, is the theme of aspiration important?
Yes, in a rapidly growing country like India with a vast middle class population, aspiration is a critical aspect for our customers and as a result for us. Whether it’s aspiring for a new home, buying a 2 wheeler vehicle or expanding a business, financial goals are often tied to personal aspirations. The ‘Mitaye Faasle’ campaign demonstrates how Tata Capital helps our customers achieve those aspirations. This makes our communication more relatable, as it goes beyond being transactional and connects better with the deeper motivations of our customers.
Q. Was Shubman Gill chosen because consumers can easily relate to his struggles and challenges?
Absolutely. Shubman Gill’s journey reflects the determination, hard work, and resilience that resonates with our target audience. His rise in the world of cricket, despite facing numerous challenges, mirrors the path that many of our customers face in their own lives—working tirelessly to achieve their dreams. Shubman embodies the values of perseverance and success, which align with Tata Capital’s commitment to helping customers overcome obstacles and reach their goals. He is hugely popular with the youth and the common mass.
Q. Is the TG 25-45 years NCCS A, B? Is the entire country being targeted or certain areas?
The primary target group for this campaign includes individuals who are at critical stages in their lives—whether they are purchasing their first home, starting a business venture, or planning for their families. The campaign is designed to have a pan-India reach, with a particular emphasis on urban centers and tier 2 and tier 3 cities. By focussing on these areas, we aim to effectively empower individuals with the financial solutions they need to bridge the gap between their aspirations and achievements.
Q. Could you talk about the importance of creating content like short films to create a strong brand identity?
Creating content such as short films allows us to build a strong emotional connection with our audience, reinforcing our brand identity. Through storytelling, we can convey complex financial concepts in a relatable and engaging manner, helping us communicate Tata Capital’s role as an enabler in fulfilling customer’s aspirations. These films serve as a powerful tool to humanise the brand, showcasing real-life stories that resonate with our customers’ experiences
Q. How is Tata Capital using AI from offering an online hyper-personalised experience to marketing innovations to identifying market gaps and growth areas?
At Tata Capital, AI plays a pivotal role in enhancing customer experience and driving innovation. We use AI-powered tools to deliver personalised services, such as recommending tailored financial products based on individual customer behaviour. In marketing, AI enables us to create more content and to deliver more targetted and relevant campaigns. We hyper personalise our communication and make it resonate with the right audience at the right time with the help of AI.
Q. Does Tata Capital spread its marketing activities across the year or are certain periods more important?
Our marketing initiatives are divided into Branding and Performance strategies, tailored to the product and target audience. For targeted products, we focus on direct and personalised methods like digital campaigns and activations to engage specific customer segments.
During festive periods, apart from doing performance campaigns, we shift to a Branding heavy strategy, launching large-scale campaigns across mass media to reach a wider audience and attract new customers. This balanced approach allows us to effectively market niche products while maximising visibility during peak seasons.
