Film/Stage
Twin Sikh Boys Light Up TV Commercial
by ARATI RAO
The TV commercial features twin brothers Sunny and Goldie.
In the early hours of their birthday, Sunny wakes up before everyone else does and stealthily goes to check on what gifts the brothers will get. When he sees that he gets the bigger gift compared to his brother, he swaps the name tags on the gifts.
Goldie is delighted with his gift at the party later, and Sunny is happy to see his joy.
The ad ends with the baseline, "Karein
wahi jo aapke liye sahi".
Veetika Deoras, deputy vice-president, brand marketing and corporate
communication, Tata Capital, said, "Tata Capital believes in ‘doing
what's right for the customer' by putting his interests first. The task
of the communication was to reiterate the Tata Capital brand proposition
and introduce our lines of business to the target audience. We believe
that it is critical to build a meaningful connect with customers as
individuals and involve them rather than intrude upon them. The
communication, through a simple metaphor of one brother selflessly
giving the bigger gift to the other brother, highlights the brand
philosophy of ‘putting the customers' interest first' in a warm and
appealing manner."
Amod Dani, creative director, Leo Burnett, added, "Knowing that people
are heartened by acts that are selfless in nature, we came up with an
idea to depict the same through the ‘World of kids'. The story was
penned down through hours and days of tireless crafting and coffee mugs
on coffee mugs with the Director, Shoojit Sircar.
"In the story of twin Sardar boys, one of the boys (Sunny) foregoes the bigger birthday gift for a smaller one in order to please his sibling. This selfless act clearly brought alive the principle of ‘you before me' which the brand lives and breathes each day. Being selfless is priceless and in the commercial the kid's act of sacrificing the bigger gift in favour of his sibling aptly brings alive the thought of ‘Pehle aap'."
To view the TV commercial, please CLICK here.
[Courtesy: Campaign India]
March 9, 2011
Conversation about this article
1: Sangat Singh (Kuala Lumpur, Malaysia), March 10, 2011, 7:25 PM.
This 'patka' wearing little Sardar got in the bus and soon started to cry. The kindly bus conductor asked the reason. "Sir, I have lost my Rs. 10/- note and can't buy the ticket." "Not to worry, here is the ticket." The boy still kept crying and the conductor asked "Now what?". Between the sobs: "Where is the change?"
2: Jawinder Kaur (Stuttgart, Germany), May 29, 2011, 5:08 AM.
Wonderful advertisement. Is it true about the bus story?