Tata Capital announces new brand identity

Televisionpoint.com Correspondent | Mumbai
Tata Capital Ltd, a wholly-owned subsidiary of Tata Sons Ltd, has last week announced its new brand identity, which focuses on positioning its core brand attributes and creating a deeper customer connect. The identity positions the financial company along the brand promise of 'We only do what's right for you'.

Praveen P Kadle, managing director, Tata Capital, said, "The debut year for Tata Capital has been momentous. We are on track with our growth plans as we continue to remain bullish on the long-term potential of the Indian financial services sector. We now feel that it is imperative to unlock the true identity of the brand that Tata Capital is. It is with this premise that we unveil our brand promise."

Added Kale, "We aim to combine genuine care with expertise to give our customers only what is right and nothing less. Our brand proposition – 'We only do what's right for you' – reflects our firm resolve in this regard."

The Tata Capital TVC opens on a shot of two sisters rummaging through their store room, where they find an antique coin. Excited with their discovery, they run across the streets to a gola (popsicle) vendor, who refuses to give them anything in exchange for the coin. A boy, who has witnessed the incident, walks up to the girls and asks them for the coin. He then exchanges it for cash at a shop selling antiques and eventually gets them the popsicles. The ad ends with the voiceover, "Isn't it nice when genuine care and financial expertise come together?"

Conceptualised by Leo Burnett, the film was shot by Shoojit Sircar of Yahaan fame in Shimla over a span of six days, including three days of pre-production. Tata Capital has also launched a signature tune as part of the rebranding exercise. The tune has been composed by musical trio, Shankar, Ehsaan and Loy.

Tata Capital is registered with the Reserve Bank of India (RBI) as a systemically important non-banking financial company and aims to fulfil the diverse needs of retail and institutional customers, directly or through its subsidiaries, via seven areas of business – retail finance, corporate finance, investment services, investment banking, private equity, wealth management and rural finance.