Joint spending

Tata Capital’s #WedEqual campaign spreads the message of equal expense contribution for a wedding

Do you dream of having a fairy tale wedding just like Deepika-Ranveer or Priyanka- Nick? 2018 saw a bunch of lavish and extravagant weddings that caught everyones eyes. Social media went into frenzy over the grand nuptials.

Wedding has always been a splendid affair in India. People spend huge money to make this a memorable moment, with a larger share of the costs being borne by the bride or her side of the family. Wedding expenses as a category is expected to grow at 25-30 % a year with the younger generation aspiring only for the very best for their wedding. In keeping with this trend, Tata Capital, through its new campaign #WedEqual, aims to instill a sense of equality in the share of expenditure between the two families which is brought out through a light-hearted video. Featuring Mallika Dua and Anuvab Pal, the ad film promotes Tata Capital’s specially crafted Wedding Loan product.

Talking about the campaign, Abonty Banerjee, chief marketing and digital officer, Tata Capital, says, “The #WedEqual campaign aims to spread the message of equality in the share of expenses at Indian weddings, which are typically skewed to one side. The campaign aims to target young Indians who plan to get married.”              

 With this quirky ad, Tata Capital has talked about the elephant in the room which other financiers have side-stepped. Executed by Indigo Consulting, the ad is a fresh take compared to the clichéd feel good commercials that one is usually bombarded with. About the brief, the agency CEO Rajesh Ghatge, says, “Cultural insights offer opportunities to create positive change. We use it as a fuel to spark ideas which not only help our clients achieve business objectives, but also work towards changing behaviour,”


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