Tata Capital’s latest campaign ‘Mitaye Faasle’ goes beyond traditional financial advertising. It taps into something deeper: the emotional and practical distances that financial challenges create. In a conversation with Pitch, Kaushik Chakraborty, Head of Marketing & Corporate Communications at Tata Capital Limited, speaks about the campaign, their marketing strategy & more.
Edited Excerpts
What sparked the idea behind 'Mitaye Faasle'? Was there a particular insight or shift in consumer behaviour that inspired this campaign?
The deeper insight behind Mitaye Faasle was the emotional and practical “distances” that financial challenges create in people’s lives. These can be distances between dreams and reality, aspirations and access, or even between people and opportunities. In India, especially post-pandemic, financial stress was seen not only as a monetary issue but also as a source of emotional distance—like delays in education, postponed weddings, or missed opportunities for family support or businesses. The campaign tapped into these "everyday (distances)" and positioned Tata Capital as a solution to close them. This campaign was developed around the belief that Tata Capital, a dependable financial partner, will help bridge that gap, not just with finances, but also with empathy, support, and timely solutions.
With this campaign, there’s a noticeable emotional depth in Tata Capital’s communication. Was this a conscious shift from a more utility-driven approach to something more human and relatable?
Over the years, the brand communication has evolved from being product-first to being purpose-led. The human and emotional depth in the campaign was a deliberate effort to project how finance is something deeply personal. Whether it is buying a new home, starting a business, or funding a dream, these are not just about buying a product but an emotional milestone. People remember time with the moment they bought their first car or entered their new home and so on. Thus, we made the customer the hero of our story, with the brand as the empathetic enabler. This created a deeper emotional connection with the audience.
Tata Capital’s move toward emotionally intelligent, purpose-led storytelling was both deliberate and strategic. It reflects a maturing brand that understands its role not just as a lender, but as a partner in people’s lives and aspirations.
'Mitaye Faasle' tells powerful stories through everyday moments. How did you ensure the campaign stayed emotionally authentic without becoming overly dramatized or product-heavy?
Authenticity was central to our storytelling approach. We worked with real-life scenarios that reflected common financial journeys- nothing exaggerated, just the truth told with care. The focus remained on human needs first, and then we seamlessly showcased how Tata Capital supports those aspirations. This balance allowed us to avoid overt commercial messaging while keeping the narrative relatable and trust-driven. ‘Mitaye Faasle’ thus became a campaign that humanized finance without romanticizing it.
Shubman Gill is an interesting and fresh choice as a brand face. What led to that decision, and how does he reflect the kind of consumer you want to connect with today?
Shubman Gill was a deliberate and insightful choice as the face of Tata Capital’s brand, and it was not just because of his rising stardom in Indian cricket. His selection aligns strategically with the evolving values, mindset, and aspirations of the consumers Tata Capital seeks to connect with. Shubman Gill represents the values of today’s aspirational India- focused, grounded, dependable, and constantly evolving. His story resonates with a generation that values both ambition and authenticity. He is someone our audiences, especially younger consumers, see as relatable and trustworthy. That made him a natural choice to reflect the spirit of Mitaye Faasle and the larger Tata Capital promise: Count on Us.
In a category filled with technical messaging, you’ve leaned into simplicity and emotion. Why do you think this kind of storytelling works better, especially in finance?
The deliberate shift towards simplicity and emotion in Tata Capital’s storytelling is a response to the often cold, complex, and jargon-heavy nature of the category. Because finance is ultimately about people. While numbers and rates matter, what people really remember is how a brand made them feel during critical life decisions.
Emotional storytelling cuts through the clutter, especially in a category that’s often perceived as complex or intimidating. It helps build trust, and trust is non-negotiable in financial services. Thus, emotion is not a detour from finance, rather it’s the gateway.
Every emotional campaign is backed by clear KPIs- from brand salience and sentiment scores to digital engagement and lead quality. For Mitaye Faasle, we used a mix of brand tracking, media analytics, and performance metrics to gauge resonance and relevance. Emotion may drive the message, but measurement drives effectiveness. At Tata Capital, our motto is that emotion makes people care and data makes it count.
Could you share how you approached the media strategy for this campaign? Which platforms helped you drive deeper engagement or scale?
We adopted a full-funnel media strategy- balancing reach and engagement. The storytelling was distributed through a mix of TV, digital, social platforms, OOH, and programmatic display. Platforms like YouTube and social media helped us connect with younger audiences, while TV, digital media, and OOH offered scale with contextual impact. The idea was to be present where our audience is, in formats that suit their consumption habits. The success of the media strategy lay in combining the emotional power of long-form storytelling with the sharp targeting of digital media, all while maintaining consistency across brand touchpoints.
Tata Capital carries the weight of legacy and trust. How are you adapting that legacy to stay relevant for today’s younger, digital-first audiences?
Trust is timeless, but how you communicate it needs to evolve. While legacy and trust are foundational to Tata Capital, we are very aware that today’s younger audience connects with authenticity, agility, and relevance. For today’s digital-first audiences, we’re simplifying language, being present on the right platforms, and showing up in ways that feel intuitive and not intrusive. Campaigns like Mitaye Faasle are part of this effort to amplify our brand voice while staying authentic and true to our core values.
In a climate where financial decisions are becoming more cautious, empathy matters more than ever. How do you integrate empathy into your overall brand voice - not just during campaigns but as an ongoing value?
Empathy is not a seasonal tone; it’s a foundational value. Whether it’s how we design customer journeys, respond to service needs, or shape product communication, the goal is to listen better and serve more meaningfully. Our customer promise- Count on Us, is rooted in that empathy. We know that people don’t want more options, they want more understanding. At Tata Capital, empathy helps us move from “Can we sell to you?” to “Can we walk with you?” Campaigns like Mitaye Faasle simply bring that philosophy to life in a visible way.
How did the marketing spends for 'Mitaye Faasle' compare to previous campaigns? Have you increased investments in emotional storytelling, digital content, or specific audience segments?
For all our flagship campaigns, the focus fixates beyond the quantum of spends and on the precision with which they are deployed across channels. With Mitaye Faasle, the intent was clear: every moment, every frame, and every message was crafted with purpose, designed to evoke relatable connection and lasting resonance. Mitaye Faasle reflects a conscious evolution in our marketing strategy, leaning deeper into digital storytelling, sharper audience segmentation, and emotion-led narratives. It stands out as one of our most integrated and insight-driven initiatives to date, where scale met substance in a truly meaningful way.
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