MUMBAI: As an extension to its brand campaign #CountOnUs, Tata Capital, the financial services arm of the Tata Group has launched a video campaign urging Millennial and GenZ India to make the most of 2020. The campaign consists of a video conceived around the idea that there are 11 more months for young India to achieve their financial goals and they can count on Tata Capital for the same. 

The video will be promoted on Social Media platforms – Facebook and Instagram as well as YouTube from 23 January 2020 and will run for a period of 10 days.

The idea of the video is based on a research on millennial and GenZ behavior. This target group talks about making it ‘their’ year but give into their cravings of instant gratification and non- essential spending. The video-based on time travel and shows a seemingly laid back young boy talking to his future self about how because of his attitude of just saying ‘that this year is going to be my year’ and not actually acting on it, even 30 years later he is not able to establish a settled life for himself or have a concrete financial plan.

Commenting on the new video, Tata Capital chief marketing and digital officer Abonty Banerjee said, “Through an extensive study of Millennial and GenZ consumers between the age group of 18-35, the insight was that this enthusiastic lot of people start a new year with great vigor, and as reality kicks in, concepts of ‘you only live once’, and wish for instant gratification shifts their focus from financial planning. Before the first month of the year is over, there is a feeling of “this is not my year but maybe next year can be mine” that is triggered. The video is a humorous take urging consumers to stop procrastinating and saying ‘2020 is not my year’ and that Tata Capital will facilitate their journey to financial independence.”

The videos were ideated by creative agency Kinnect and stars Nabeel Ahmed in the lead role of the laid back 26-year-old boy.