Cannes Lions

Salaam Loans

LEO BURNETT INDIA, Mumbai / TATA / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

World’s first democratized loan – Salaam Loans

To make loans accessible to people, we created a product which shifted the power of loan approval from the hands of a few biased bankers to India’s 200 million strong Facebook community, thus revolutionizing the loan approval process.

Each and every application for Salaam loans was acquired through a direct customer interaction. Even the approval of the loans depended on direct response.

Execution

For people with no internet access, we set up booths across the country, especially in slums such as Dharavi, Asia’s largest slum. Here people could record their video applications and upload them on to the platform.

Multiple radio stations were used to reach the unloanables and invite loan applications through SMS.

Twitter influencer's like Gul Panag, Ranvijay Singh, Rahul Bose, Saina Nehwal and Geeta Phogat encouraged the online community to not only caste their salaams but also help deserving applicants to get on the platform for a loan.

Native content platforms such as ScoopWhoop and The Better India endorsed the innovative product garnering more support for the cause.

Timeline

While the soft launch took place in March, the campaign was launched on April 2017.

Placement

Product platform: doright.in

Facebook: https://www.facebook.com/tatacapital/

Twitter: https://twitter.com/tatacapital

Scale

37.6 million people were impacted through Facebook and Twitter within the first 2 weeks of the campaign.

Outcome

Within the first 15 days of the product launch,

We received 100k site visits

We received 518 loan applications

1.83 millions engagements with loan approvers on social media

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