Mumbai - The ‘Half Stories’ campaign created for Tata Capital stood out in the Advocacy category in the Tambuli Awards, where campaigns like ‘Smart Txtbks’ and ‘#RebuildPH’ gave it tough competition.
‘Half Stories’ recently picked up 6 awards at Goafest 2014, including a Grand Prix. And this adds another feather to the hat.
This was a campaign that got people to connect with and participate in Tata Capital’s brand promise of ‘We only do what’s right for you’. A result of Digital L&K Saatchi & Saatchi and Tata Capital’s collaborative efforts, ‘Half Stories’ is a unique initiative of half-finished video stories that (1) drew people in due to its incomplete nature and (2) gave them an opportunity to complete the stories through online monetary contributions or through social sharing.
Through this 24x7 live, online campaign, our ‘Do Righter’ Pankaj Trivedi undertook a 2000km bike ride across India to find and film everyday stories of everyday people living in the remotest parts of the country. These films with suggested solutions were made into webisodes that were uploaded on a dedicated website and promoted using social media, blogs and PR. The site also has a payment gateway for online donations.
The Asia-Pacific Tambuli Awards honours
Social Good Marketing that Delivers Results. A Tambuli is a native horn,
symbolizing authentic effectiveness in its ability to clearly transmit sound to
distant places. It stands for marketing communicators who create and deliver
messages focused on results that build long-lasting value for their
organization, markets and stakeholders, and for the good of the society.
See some of the Half Stories at:
Koshish School for the Deaf, Mumbai: https://www.youtube.com/watch?v=5s54ZD-nMLo&index=8&list=PLUbEfUTt2ND4tLfOhkBsJum21X6-OPkhk
School kids in Manali: https://www.youtube.com/watch?v=3VN5ubabj2Q
School on the Indo-Nepal Border: https://www.youtube.com/watch?v=jIjnSlWQQfg
Didgeridoo maker, Rishikesh: https://www.youtube.com/watch?v=dyMQS2gBEFk