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:
www.doright.in
www.facebook.com/doright.in
www.twitter.com/WeDoRight
www.youtube.com/user/TataCapitalLtd
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.
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