Tata Capital’s ‘Mitaye Faasle’ Outdoor Campaign Engages Commuters Nationwide

Tata Capital, the financial services arm of the iconic Tata Group, has launched an innovative industry-first outdoor campaign titled Mitaye Faasle. This campaign builds on the success of its earlier brand campaign featuring Shubman Gill as the brand ambassador. Designed to connect with daily commuters and solidify Tata Capital’s presence as a trusted financial partner, this campaign aims to increase brand awareness and drive consideration through creative outdoor activations.

The core message of the campaign revolves around how Tata Capital’s financial solutions help individuals turn their dreams into reality, whether that means buying a dream home, a new bike, or opening a high-end boutique. By connecting these aspirations with Tata Capital’s products, the campaign emphasizes bridging the gap between one’s goals and milestones.

To execute this, Tata Capital has strategically placed branded cabs, metro train branding, and kinetic billboards across key cities, both metro and non-metro, targeting high-traffic areas. The branded cabs feature 3D models of life goals like a dream home, a new bike, and a luxurious boutique, clearly illustrating how Tata Capital’s financial products can help customers achieve their desires. This tactile, on-the-go experience is designed to spark the imagination of commuters, drawing them closer to the financial solutions that can help make their goals a reality.

The full metro branding in cities like Mumbai and Delhi is another standout feature of the campaign. The ads prominently highlight Tata Capital’s home loan solutions, specifically designed to resonate with commuters who may be considering buying their first home or upgrading to a new one.

In addition to the cabs and metro branding, Tata Capital also rolled out innovative OOH (out-of-home) kinetic displays, located at high-transit locations. These dynamic billboards are strategically placed in areas with high foot traffic, ensuring maximum exposure. The kinetic billboards create a visual impact that aligns with Tata Capital’s customer-first approach, combining creativity and innovation in an engaging and meaningful way.

By leveraging a variety of outdoor and transit mediums, the campaign ensures that commuters—whether they are in the metro, on the road, or at bus stops—are continually reminded of Tata Capital’s presence and its role in empowering their financial journey. Through these touchpoints, Tata Capital has effectively created an interactive experience for its audience, pushing the boundaries of traditional outdoor advertising.

The campaign was executed by Lodestar UM, the media agency responsible for bringing this innovative OOH initiative to life. The strategic mix of mediums and the creative approach behind the campaign aim to strengthen Tata Capital’s position as a leader in the financial services space.