Get Likes, Get Loans
‘Likes’ is the new currency of the social media age we live in. Every like to a photo or a status goes a long way in making it popular, sometimes even viral. Now likes can even get loans. Tata Capital, through its latest product ‘Salaam Loans’ under the company’s ‘Do Right’ initiative, will extend loans to people who do not have access to organised credit.
The ‘Salaam Loans’ ad campaign, conceptualised by Tata Capital with agency Leo Burnett, follows the journey of a differently-abled young man looking to revive his deceased father’s bakery. He needs a loan, but no bank wants to lend him money. But in the end, people’s belief in him and his cause, gets him a loan under ‘Salaam Loans’ from Tata Capital.
Veetika Deoras, chief operating officer of Digital Vertical and head of Brand Marketing and Corporate Communication at Tata Capital, says, “As a purpose-led brand, we have always believed in doing right by all our stakeholders. ‘Salaam Loans’, a true embodiment of that spirit, is a unique and innovative loan product, which specifically caters to the needs of those who are otherwise denied access to organised credit. The product provides these individuals their #LoanKaHaq by handing over the first layer of filtration to the public. Individual stories that secure more than 1,000 salaams/likes are then processed for loan application. Leo Burnett has been a key partner in this initiative and has been instrumental in crafting the positioning for the campaign.”
The integrated campaign has touchpoints on digital, radio, outdoor and social media. “The loan is open to all deserving and needy individuals. These are individuals belonging to economically weaker sections of society, who have a strong purpose to use the loan but have been denied or have shied away from applying for a loan from an organised channel,” adds Deoras.
The campaign has managed an organic reach of more than 1 million, delivering over 30 million impressions and over one million video views across social media. “The campaign has seen extremely high engagement rates, being shared over 10,000 times on Facebook and Twitter,” states Deoras.
Rajdeepak Das, chief creative officer of Leo Burnett, South Asia, says, “It’s incredible how ‘Salaam Loans’ democratises the approval process using likes on social media. We believe charity can better one’s present, but a timely opportunity can change one’s future.”
