India - ‘Half Stories’ is 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.
“This Campaign has been an amazing experience. It actually leverages social media for social change and proves that business can work for social good too. It was a mammoth journey across Northern India with the campaign serendipitously unfolding every day. It was actually 'Live Creativity’ at work,” said Anil K. Nair, CEO (Digital) & Managing Partner, Digital L&K Saatchi & Saatchi.
“The ‘Do Right’ initiative is a key initiative for Tata Capital and our aim through the initiative is to help propagate the philosophy of ‘doing right’ by inspiring people to do right, provide platforms to doing right and doing right ourselves,” said Veetika Deoras, Head Brand Marketing, Corporate Communication and Digital Vertical, Tata Capital. “’Half Stories’ is a platform that allows us as ordinary people, to get connected with simple stories of simple needs of other people and together script a happier end. It is about two halves, which ordinarily would have never met, meeting. We are deeply encouraged by this recognition and want to thank the Communicator Awards panel for their vote of confidence in the campaign and supporting us.”
This crowd sourced social initiative can be viewed at:
The Communicator Awards is the leading international awards programme recognising big ideas in marketing and communications. Founded two decades ago in New York, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world. The Award of Excellence, its highest honour, is given to those entrants whose ability to communicate positions them as the best in the field.
The Half Stories Team - Digital L&K Saatchi & Saatchi
Anil K. Nair – CEO (Digital) & Managing Partner
Nitin Singh – Sr. Vice President
Vinayak Upadhyay – CCO (Digital)
Chetan Kapoor – Associate Creative Director - Copy
Pooja Thingalaya – Associate Creative Director - Art
Lucille Pereira – Creative Supervisor – Copy
Rahul Shenoy – Group Head – Client Servicing
Servesh Bothra – Account Manager – Client Servicing
Aarti Samant – Group Head – Social Media
Chantelle Saldanha – Assistant Manager- Social Media
Bhakti Talati – Social Media Executive
Megha Gaykhe – Associate Manager – Development
Vinod Kapadnis – Sr. Software Engineer – LAMP
Sushil Pande – UI Developer
Kruti Shah – Media Planning Manager
Jaishankar Balakrishna – Jr. Media Executive
The Half Stories Team - Tata Capital
Veetika Deoras – Head Brand Marketing, Corporate Communication and Digital Vertical
Rohit Kripalani – Associate Vice President – Brand Marketing
Stuart Pereira – Assistant Vice President – Corporate Communication