Digital L&K Saatchi & Saatchi’s latest campaign for Tata Capital’s “Do right” initiative
The agency completed the first story in the Little Rann of Kutch, where through an ingenious solution called a Wicking Bed, they provided a permanent solution to the challenge of food scarcity
Digital L&K Saatchi & Saatchi has conceptualised and created a new campaign for Tata Capital’s “Do right” initiative- Half Stories II.
Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy: “We only do what’s right for you”. Through the ‘Do Right’ initiative, they aimed at inspiring people to ‘Do Right’ & wanted to provide them with a platform to do so.
How can the Journey of Doing Right achieve this? By highlighting a macro issue through a micro lens with the underlying concept: India needs Indians.
This season, the agency started by asking India to identify the biggest challenges that face the country. The agency is now highlighting these challenges on a journey where they will discover real stories of obstacles, sacrifices and challenges that will take them across this vast nation. They will not only complete these stories, but also highlight the macro issues behind them facing India.
They have completed the first story in their Journey of Doing Right in the Little Rann of Kutch, Gujarat where, through an ingenious solution called a Wicking Bed, they provided a permanent solution to the challenge of food scarcity.
Anil Nair, CEO & Managing Partner, Digital L&K Saatchi & Saatchi, said, “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. “
Veetika Deoras - Head – Brand Marketing, Corporate Communication and Digital Vertical at Tata Capital said, “The Do Right initiative reflects the proposition of the Tata Capital brand – “We Only Do What’s Right for You”. The initiative aims to help spread the philosophy of Doing Right and provide platforms to ‘Do Right’. The Journey of Doing Right is one such key platform. As the first phase of this Journey, we identified the five biggest challenges that India today faces via an online survey (Tata Capital India4India Survey). Having identified these five challenges, we began the Journey of highlighting each of these using the powerful medium of story-telling. Our first story emanated in the Kharaghoda district of Little Rann of Kutch where the harsh terrain doesn’t allow food to grow. We and other ‘do righters’ came forward together to help alleviate Food Scarcity by providing an ingenious solution (‘wicking bed’) which reduces water requirement for growing vegetables by over 90%. The Do Right initiative, based on the insight that - doing right is inherent to all of us - has connected with thousands of individuals, using the power of digital medium, and helped them Do what is Right.”
Watch it here
