June 06, 2013

Tata Capital launches the Do Right initiative

The campaign will feature the Tata Capital signature song, composed and performed by Shankar, Ehsaan and Loy

Mumbai: Tata Capital, the financial services arm of the Tata group, today launched the Do Right initiative, a campaign aimed at inspiring and inculcating the right values in children from a young age. Tata Capital believes that while children may close their ears to advice, they always learn from examples or actions, and thus aims to get parents and other adults thinking about the philosophy and need to do more right so that by their actions and examples, the right values are instilled in children.

The campaign will include the launch of the Tata Capital signature song, whose lyrics have been written by the legendary poet, lyricist and director, Gulzar, and whose music has been composed and performed by the musical trio of Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa. The song, for which a video has been created, furthers the cause of the campaign by encouraging people to do right. Short, select clips of this music video will also run as unique TV commercials, leading viewers to the website www.doright.in, which will act as the main platform for all the initiatives under the Do Right campaign. The campaign will also be supported by radio, social media and other digital marketing activities.

Speaking about the launch of this campaign, Praveen Kadle, MD and CEO, Tata Capital, said “Tata Capital has followed its brand promise of ‘We only do what’s right for you’ right from inception and the Do Right campaign is a natural extension of this promise. We believe that by instilling the right values in children at a young age by leading by example, we can truly point them in the right direction and bring about an overall, long-lasting positive change in society.

While the music video has been conceptualised and produced by Cinema Vision India the overall Do Right campaign has been crafted by Tata Capital’s front-line ad agency, Leo Burnett.