Mumbai: With its latest brand campaign ‘Zidd Tarakki Ki’, Tata Capital Limited sharpens its long-term positioning as a growth partner for India’s ambitions, not merely a provider of financial products. Anchored by brand ambassador Shubman Gill, the campaign draws a compelling parallel between personal determination and national progress.
At its core, ‘Zidd Tarakki Ki’ taps into a powerful cultural truth: India’s growth story is driven by everyday perseverance—small decisions backed by big resolve. The campaign leans into this insight with a multilingual lead film that celebrates diversity, shared aspiration, and the relentless pursuit of progress across regions, professions, and life stages.
Shubman Gill’s presence is more than symbolic. His rise—defined by discipline, consistency, and quiet confidence—mirrors the campaign’s central idea of growth powered by grit rather than grand gestures. The narrative framing feels authentic, especially as audiences witness Gill not just as a star athlete but as a representation of focused ambition.
Smart contextual timing with cricket as a connective thread
The campaign’s launch alongside the India vs New Zealand 2026 series, with Gill leading the Indian ODI side as captain, significantly amplifies its relevance. Cricket, India’s most emotionally resonant medium, becomes a natural amplifier for the brand message, allowing Tata Capital to connect aspiration with a moment of national attention and pride.
This contextual alignment ensures that the campaign doesn’t feel opportunistic but culturally attuned—using sport as a metaphor for discipline, teamwork, and long-term success.
Product narratives that stay human
What elevates ‘Zidd Tarakki Ki’ beyond a conventional brand film is its series of emotionally driven product stories. Whether it’s owning a two-wheeler, expanding a small business, buying a home or commercial property, pursuing higher education, or scaling the next phase of growth, each narrative remains grounded in lived realities.
Shubman Gill functions as a seamless narrative bridge across these films, lending continuity while allowing the real heroes—the consumers—to take centre stage. The storytelling avoids jargon-heavy financial messaging, instead positioning Tata Capital as a trusted enabler that walks alongside customers in moments that matter.
Clear brand voice and long-term positioning
The campaign reinforces Tata Capital’s strategic brand stance: accessible, relevant, and aspiration-aligned financial solutions for a wide spectrum of Indians. As Abonty Banerjee, COO – Digital, Technology and Marketing, Tata Capital, notes, the idea is to celebrate ambition as expressed through everyday choices—an articulation that fits well with the Tata Group’s broader values of trust and progress.
Running for four weeks until 5 February, the campaign’s extensive amplification across television, digital, and social platforms ensures both scale and frequency. Its reach across urban and emerging markets reflects Tata Capital’s intent to speak to India in its entirety, not just its metros.
‘Zidd Tarakki Ki’ succeeds by striking a fine balance between emotion and purpose, celebrity and relatability, ambition and accessibility. By aligning brand, ambassador, and moment with a unifying insight, Tata Capital delivers a campaign that feels timely, rooted, and built for long-term recall—much like the steady progress it champions.
