Tata Capital brings together the magic of Gulzar and the musical trio of Shankar Ehsaan Loy to encourage children to do the right thing. The financial services provider from the Tata Group has launched the ‘Do Right’ campaign as an extension of its brand proposition “We only do what’s right for you”. At the center of the Do Right campaign is the ‘Karein Wahi Jo Ho Sahi’ song penned by the legendary poet Gulzar with music composition by Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa.
The song video that features a young boy in a hostel follows his life at every juncture where he ends up taking the right decisions. Inculcating the right values in children, the video inspires by example and is targeted at parents too. Apart from running as TVCs, Do Right will also employ social media among other mediums to spread its message. A dedicated microsite serves as a platform for all the activities of Do Right, while social media channels like Facebook, YouTube and Twitter have been promoting the campaign with a series of engaging content and exciting scholarships.
‘Do Right’ on social media
A brand new Facebook page that has started this June is already close to gaining 50K fans. Content is majorly focused around the ‘Do it right’ message with various videos by kids talking about the importance of right values. The signature song along with a song by the popular sarod player, Amjad Ali Khan and his equally talented sons, Amaan and Ayaan Ali also forms a beautiful and moving message about inculcating the right values in your children.
Apart from sharing content from the website, thoughts from eminent personalities like former Badminton player Prakash Padukone on the Do Right initiative have also been shared on Father’s Day. The strategy revolves around involving parents to join the initiative. For this, an exciting incentive in the form of scholarships has also been provided in ‘Kids know best’.
A Facebook app ‘Kids know best’ invites video responses by children, on what they think about values like truth, honesty and sharing. You are welcomed after you ‘like’ the page and taken to the ‘What kids say’ section of the app. Here are some six interesting video responses featuring kids sharing their thoughts about the importance of positive values in life.
A set of 5 questions asking children their views on the importance of truth, why people lie, the reasons to respect elders and take care of them, etc. form the theme of the video and also the first tab ‘Upload’. The app has a provision for uploading video files in given formats or you can embed a YouTube link after uploading the video there.
Next on the app are ‘Gallery’ and ‘Invite’. As suggested, gallery features the videos submitted by others, and invite is for inviting your Facebook friends.
Do Right uses a Twitter page that acts as the platform to connect and inform about the initiative. The handle is occupied in conversing and spreading about the scholarship contest along with sharing other aspects of the campaign.
Doing it right on social media
With a website to capture all the ‘Do Right’ activities and social media to spread them, Tata Capital is doing it all right on social media. Besides, the impact of strong personalities with a high values system will no doubt work in the favour of the campaign. Sharing videos on YouTube and sharing these on Facebook and Twitter, along with Facebook contest for a Rs. 50,000 worth of scholarship to make a child’s dream come true, is an excellent start on social media - one that is sure to get parents interested in the initiative and also strengthen Tata Capital’s brand proposition of doing right for its clients.
The social media channels of Tata Capital have also been sharing the updates from the ‘Do Right’ pages, along with the company’s regular updates. The Tata Capital Facebook page with its 199K strong fan base forms a good target source to start with. The initiative looks promising and will only grow with the efforts it has put on social media. But, how the initiative is carried forward on social media remains to be seen.
What do you think about ‘Do Right’ by Tata Capital? A clever campaign?