Children driving home message for TATA Capital
December 25th, 2008
TATA Capital – Another horse from TATAs stable. This is the first Ad Campaign for TATA capital and the Parent Brand would like the Brand Identity of TATA Capital to get built from this Ad. This Ad was shot by Leo Burnett India. We are seeing a lot of financial service ad these days and a cluster has been formed clearly. Even a child would tell that, emotional appeal would be the central line behind any financial service ad (be it Husband – Wife, Father – Daughter, Father – Son). Lets see how Leo Burnett have differentiated this Ad of TATA Capital
Click the picture to view this Ad Campaign
Its a lovely commercial. The message has been driven home safely with the children. The Boy Character in the Ad would be the TATA Capital who helps the Girls ie the customers through financial services. This is how the information have been conveyed. It has been shot extensively well with an excellent tune and musical connection to it. It has been a stlye these days to make audience think about the product or service the ad is communicating. When I first saw this ad, I thought it to be an ad for Foriegn Exchange. When the voice in the background said that “Isn’t it nice when Genuine care and Financial expertise come together ?”, I came to know that its a financial service ad till that last frame where TATA Capital brand was shown.
TATA is always known for its honesty, genuiness and professional nature. This ad has also shown TATAs principles in a nice and sweet manner. But the ad is for a financial service and not a corporate image campaign. This is where they could have given a second thought before making this campaign. Consumer satisfaction has been placed well through this campaign. Being a product or service for potential investors and high networth individuals, it could have been shown in a more stronger way.
Copy message from website of TATA Capital
The Ad has been superbly picturised but i dont find such a big logical connection to the service TATA is going to offer. The creative thought behind this ad has been sweet and the casting is too cute. The cuteness in this commercial has taken the message away from this ad. The products TATA capital provides are shown only in the last frame. We should appreciate both TATA and Leo Burnett for showing an Ad that subtly conveys the message when thought harder. I dont think there would be a strong recall for TATA Capital through this Ad because it easily gets into cluster of Ads where children hasve been used for financial services. TATA Capital should soon come up with another ad that breaks this clutter and ensures that their message is strongly put forth.
I am going to rate my future Ad articles based on the components of Program Quality (Clarity, Relevance, Distinctiveness and Consistency)
Clarity: 2.5 / 5
{The Ad campaign shows cuteness which makes the audience to watch them again. There would be a repeat audience for the way it has been shot but meaning of the campaign is not conveyed that convincingly}
Relevance: 2 / 5
{Being the first promotional ad for TATA Capital, there is nothing that makes it unique for the audience to remember. It has gone into a cluster of ads where children have been used for finanical services. So it would be a big task for TATA capital ahead to break this clutter}
Distinctiveness: 2.5 / 5
{The uniqueness is surely missing. The thought behind the ad has been creative enough to have some repeat audience for this campaign. This would surely have huge hits to make people know about the new service offered by the TATA}
Consistency: 3.5 / 5
{There is no any prior campaign for TATA Capital. So I have rated the ad campaign in relation with other Ads of TATA products like TATA Sky, TATA Indicom and other services they offer. The consistency rate is bit high because of their richness and different creatives they come with}
Overall Rating: 2.5 / 5
Highlights about Ad Campaign:
Leo Burnett India was the as agency behind this Ad. First of all my heartiest congratulation to this agency which has won the global agency for this current year (among 94 agencies in 86 countries). It has been a year of positives for Leo Burnett India. They have won key accounts like IPL Delhi Daredevils, Reliance Globalcom, TATA Capital, BIG TV and some more. This Ad has been a fabulous end to their great year which was shot by Shoojit Sircar of Yahaan (Bollywood Film) fame. The Ad was shot in 6 days including the post production work with the music composed by trio Shankar, Ehsaan and Loy. This Adds to the list of one more financial service ad that has been shot with the children to convey their message. This Coin Campaign was released on December 19 through all major media’s.
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