With a tagline saying, “Because memories cannot be shifted” (Kyunkiyaadeingharnahinbadlakarti), Tata Capital unveils its new campaign that evokes strong emotions, manifestingpeople who are disappointed with their home- shifting. Designed and conceptualized by Leo Burnett, Tata Capital via its campaign,empathizes with individuals who have to live in rented homes and introduces customized home loans for them, making it possible for them to fulfill their dream of buying their own home.
The campaign emphasizes the need for possessing one’s own home by displaying the sentiments and emotions of people when they have to shift and puts on view how separation from home can be painful. Home is a place full of memories and not merely a dwelling, for one. The advertisement successfully hits an emotional chord, with people who stay at rentedhomes and shows how every brick and wall of it invokes memories.
The commercial featurespeople recollecting their best moments made at home including hiding one’s stuff at asecret spot, studying near the water tank, first painting on the wall, the doormaking a unique sound and acting as a messenger, etc. Even after days and years passes, these memories do not fade and continue to be an integral part of one’s life.
Ms. VeetikaDeoras, Head- Brand Marketing and Corporate Communication, Tata Capital, spoke about the innovativeness of the ad mentioning that this is a second mass media campaign for Tata Capital Home Loans that strengthens the need among the masses to have their own home. With an emotional branding approach, the idea behind the campaign is that as one shifts from rented homes, there are many fond memories that one has to leave behind and hence, emphasizes on the significance of an owned home as it allows an individual to grow with these memories created here.
Through this campaign, Tata Capital creates awareness about its customized home loans that can be suitable for people staying in rented homes.