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Tata Capital with its latest campaign #KarzNahiFarzBhi has launched Shubharambh Loans to extend a helping hand to businesses and individuals affected by the pandemic. With Shubharambh Loans, the brand encourages businesses and individuals to start afresh on their aspirations, dreams and needs.

To amplify the #KarzNahiFarzBhi campaign, Tata Capital with its social media agency Kinnect, took a regional approach and collaborated with various brand advocates from different parts of the country. Audiences are most likely to respond to a message in their own language and, therefore, personalised language communication was used to connect with vernacular digital users.

The influencer campaign devised by Kinnect is visually disruptive and unique. The influencers created a video showcasing an activity organic to their usual content, albeit with a change. A few seconds into the video, there is an interjection of buffering. As soon as the buffering stops, the influencer resumes and talks about how this pause in the video is inconsequential compared to the pause that came into our lives and plans the past year. It exemplifies Shubharambh Loans as a key to unpause and start living our dreams again.

Celebrity Ali Fazal was part of the influencer campaign. Other influencers like Himanshi Khurana, Geeta Madhuri, Malhar Thakar, and Subodh Bhave were also brought on board to efficiently reach different regions of the country.

Ali Fazal’s post:

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A post shared by ali fazal (@alifazal9)

Talking about the campaign, Abonty Banerjee, Chief Marketing Officer, Tata Capital, said, “Our campaign #KarzNahiFarzBhi aims to inspire India to make a new start with Tata Capital’s latest offering, Shubharambh Loans. The alliance with inspirational influencers gives us the platform to reach out to their audiences and our customers across different parts of India and reinforce in them the belief that they can always #CountOnUs for all their financial needs.”

Chandni Shah, COO at Kinnect, added, “The idea was to create content that tells a cohesive and concise story and connects with the audience. We evolved the content to match the needs of empowered consumers and tapped into India's vast online vernacular audience with this campaign.”