MUMBAI: Digital L&K Saatchi & Saatchi crafted an online campaign ‘Half Stories – The Journey of Doing Right’ for Tata Capital. The campaign aimed at connecting ordinary people with simple stories and needs to other people, and gave them the opportunity to script a happier end together.

The 24×7 live online campaign has unfinished stories that would draw people’s attention due to its incomplete nature and gave them an opportunity to complete the stories through online monetary contributions or through social sharing.

The Do Righter- Pankaj Trivedi undertook a 2000km bike ride across India to find and film everyday stories of everyday people living in the remotest parts of the country. These films with suggested solutions were made into webisodes that were uploaded on a dedicated website and promoted using social media, blogs and PR. The site also has a payment gateway for online donations

Digital L&K Saatchi & Saatchi won the Award of Excellence (Gold) in the Integrated Campaign – Social Responsibility category at the 20th Annual Communicator Awards for Tata Capital’s ‘Half Stories – The Journey Of Doing Right.’

Commenting on the campaign Anil K. Nair, CEO (Digital) & Managing Partner, Digital L&K Saatchi & Saatchi said This Campaign has been an amazing experience. It actually leverages social media for social change and proves that business can work for social good too. It was a mammoth journey across Northern India with the campaign serendipitously unfolding every day. It was actually ‘Live Creativity’ at work.”

Veetika Deoras, Head Brand Marketing, Corporate Communication and Digital Vertical, Tata Capital said “The ‘Do Right’ initiative is a key initiative for Tata Capital and our aim through the initiative is to help propagate the philosophy of ‘doing right’ by inspiring people to do right, provide platforms to doing right and doing right ourselves.”

Tata Capital has also launched a website www.doright.in, which will act as the main platform for all the initiatives under the ‘Do Right’ campaign.