Brief:
Tata Capital set out to create a CSR initiative focused on providing micro-loans
to people traditionally labelled as “unloanable”.
Tata Capital set out to create a CSR initiative focused on providing micro-loans
to people traditionally labelled as “unloanable”.
Idea:
Salaam Loans, salaam meaning salute, was conceived as a tribute to their grit and ambition. These were people with dreams, and all they needed was a small loan to begin.
The campaign saluted their spirit, not their circumstance.
Salaam Loans, salaam meaning salute, was conceived as a tribute to their grit and ambition. These were people with dreams, and all they needed was a small loan to begin.
The campaign saluted their spirit, not their circumstance.
My role:
I conceptualised and wrote the launch film, and also edited the first cut that helped the client see its awards potential. That early edit built confidence that the idea could travel. Over the next 20-30 intense days, we shaped the Cannes Lions case study, eventually earning a Cannes Shortlist. The process sharpened my understanding of what it takes to build award-worthy work.
Wins:
1 x Cannes Shortlist
2 x Spikes Asia Gold
Grand Prix Asia Consumer Engagement Forum
1 x Webby
1 x Adfest Lotus
I conceptualised and wrote the launch film, and also edited the first cut that helped the client see its awards potential. That early edit built confidence that the idea could travel. Over the next 20-30 intense days, we shaped the Cannes Lions case study, eventually earning a Cannes Shortlist. The process sharpened my understanding of what it takes to build award-worthy work.
Wins:
1 x Cannes Shortlist
2 x Spikes Asia Gold
Grand Prix Asia Consumer Engagement Forum
1 x Webby
1 x Adfest Lotus
