The initiative was awarded EthicMark®’s Best Advertising Campaign 2016 in the ‘For Profit’ category
New Delhi, 18th November, 2016: Tata Capital’s ‘Do Right’ initiative has won the Global EthicMark® Award for Best Advertising Campaign 2016 in the ‘For Profit’ category – the first Indian company to achieve this feat. The EthicMark® Awards seek to transform advertising by demonstrating the power of media campaigns to inspire, focus on human potentials and further both public and private legitimate interests. EthicMark® award-winning companies are recognized for the creativity of their message, the value of the product or service, and the quality of the company culture. This all-encompassing standard ensures the integrity of the Awards and the esteem accruable to winners' reputations. The ‘Do Right’ Initiative by Tata Capital was shortlisted in the ‘For Profit’ category along with other brands like GNP Insurance (Mexico), ESPN (Brazil) and Chase (Netherlands).
The ‘Do Right’ initiative emanates from the brand philosophy of Tata Capital - ‘We only do what’s right for you’ and aims to spread the spirit of ‘doing right’. The initiative involved a journey of over 3000 kms across India to discover stories of courage and perseverance from the farthest corners of India and use the power of digital media to help effect social change.
Speaking about the achievement, Mr. Praveen Kadle, Managing Director & CEO, Tata Capital said, "Tata Capital is delighted to win the EthicMark® Award. The ‘Do Right’ Initiative stems from Tata Capital's brand promise of 'We only do what's right for you' and is a confluence of the brand's purpose and positive societal impact. This prestigious award is a validation of our efforts on a global stage."