How the power of story-telling can change lives

Tata Capital Limited - the financial services arm of the Tata Group, embarked on a mission to bring to you stories from each length of our country. The ‘Do-Right’ campaign, an extension of the Tata Capital brand promise (We only do what’s right for you) and partnered by United Way, a global NGO, identified every day stories of people and helped complete them, through various mediums in its latest phase – Half-Stories.The 2000 km journey helped the brand discover simple stories of unfulfilled needs; stories of courage and perseverance, stories of survivors.Here, we have Tata Capital’s Head of Brand Marketing and Corporate Communication, Veetika Deoras, who explains how this initiative was conceptualised and why it is so close to their hearts. Listen in.