Campaign India Team
Dec 11, 2012

Can't shift memories, says Tata Capital

The campaign for Tata Capital Housing Finance has been conceptualised by Leo Burnett

Can't shift memories, says Tata Capital

Tata Capital Housing Finance has released a new ad campaign themed ‘Because memories cannot be shifted’ (Kyunki yaadein ghar nahin badla karti).

It stems from the insight that when one shifts (rented) houses, there are some things around which the fondest memories are created, that cannot be shifted. The campaign  thus highlights the significance of an owned home. The communication features situations which most people can relate to, such as the window which one grows up looking out of, the wall on which siblings usually have their heights measured, a loving mother-like neighbour and childhood pals.

The campaign goes on to convey the message that Tata Capital offers customised home loan solutions for its customers.

R Vaithianathan, managing director, Tata Capital Housing Finance, said, “Home loans are a key segment for Tata Capital. Our constant endeavour is to provide customised and innovative home loan solutions to help the customer own his dream home. With the current campaign we are confident of enhancing the awareness of Tata Capital’s home loan offering and reaching out to many more potential customers.”

Veetika Deoras, head - brand marketing and corporate communication, Tata Capital, said, “This is Tata Capital Home Loans’ second mass media campaign, and it builds on our earlier campaign by highlighting another reason to ‘own a home’.”

The campaign will run for a month starting 6 December 2012. It has been released across print, radio, outdoor and online media, in markets including Mumbai, New Delhi, Bengaluru, Pune, Ahmedabad, Indore and Raipur.

Here are the print and outdoor ads from the campaign




Listen to the radio clip from the same campaign here:



Client: Tata Capital
Agency: Leo Burnett
Chief creative officer: KV Sridhar, Nitesh Tiwari
Executive creative director: Ashwiny Iyer Tiwari
Writer: Ashwiny Iyer Tiwari, Neeraj Singh
Art director: Brijesh Parmar, Amit Thakur
Client servicing: Suvadip Ghosh, Manish Somani
Media agency: Lintas Media

Campaign India