Tata Capital Limited, the flagship financial services company of the Tata Group, has rolled out a new brand campaign titled ‘Zidd Tarakki Ki’, featuring Indian cricketer and brand ambassador Shubman Gill. The campaign is built around the idea that sustained determination is central to personal and economic progress, positioning Tata Capital as a partner in India’s aspiration-led growth journey.
Strategically timed around the India vs New Zealand 2026 series, the campaign leverages Gill’s role as captain of the Indian ODI team to strengthen its cultural and emotional relevance. By aligning with a high-attention sporting moment, Tata Capital aims to connect with audiences across regions, life stages and financial needs, using cricket as a unifying platform.
The campaign is anchored by a multilingual lead film that reflects India’s diversity and collective drive to move forward. It draws parallels between Gill’s professional journey and the everyday ambitions of individuals across the country. The storytelling framework focuses on progress as a personal pursuit, shaped by consistent effort and clear intent rather than singular milestones.
Supporting the lead film is a series of product-focused films that translate this central idea into relatable scenarios. These narratives cover a range of financial aspirations, including purchasing a two-wheeler, expanding a business, buying a home or commercial property, achieving academic goals and enabling the next phase of personal or professional growth. Each story is connected through Gill’s presence, creating continuity while allowing individual financial use cases to take centre stage.
From a marketing perspective, the campaign adopts an integrated approach that balances emotional storytelling with functional relevance. Rather than foregrounding product features, the films focus on outcomes and life moments, positioning Tata Capital’s financial solutions as enablers that support ambition across different stages. This approach is designed to build trust and long-term consideration in a category often driven by rational decision-making.
Abonty Banerjee, coo – digital, technology and marketing at Tata Capital, said: “India’s progress is built on real life stories of ambition and perseverance, expressed through everyday choices. ‘Zidd Tarakki Ki’ celebrates this spirit by spotlighting stories inspired by Indians across life stages and their determination to excel. At Tata Capital, we support this momentum with financial solutions that are accessible, relevant, and aligned to our customers’ evolving aspirations.”
The campaign reflects Tata Capital’s broader brand strategy of aligning financial services with lived experiences. By highlighting diverse ambitions rather than a single definition of success, the brand aims to remain relevant to both urban and emerging markets. The use of multilingual communication further supports reach and inclusivity, ensuring the message resonates across geographies.
The four-week campaign is live until 5 February and is being amplified across television, digital and social media platforms. The media mix has been designed to deliver scale as well as frequency, ensuring sustained visibility during a high-viewership sporting window. Digital and social executions extend the campaign narrative through shorter formats, supporting engagement and recall.
Through ‘Zidd Tarakki Ki’, Tata Capital reinforces its positioning as a financial services brand that understands ambition as an ongoing process. By combining cricket, storytelling and integrated media deployment, the campaign aims to strengthen emotional connection while clearly linking the brand to India’s aspiration-driven growth story.
