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Tata Capital's ‘Zidd Tarakki Ki' campaign.Tata Capital has rolled out a campaign, ‘Zidd Tarakki Ki’, featuring cricketer Shubman Gill to spotlight its loan offerings.
The campaign consists of six ad films.
The emotionally resonant product films bring everyday ambitions to life, from owning a two-wheeler and expanding a business to buying a home, investing in commercial property, and achieving academic success. Each story, bridged by Gill, reinforces the desire to grow and positions Tata Capital as a trusted enabler of that journey. Rooted in the belief that determination fuels progress, the film taps into what drives Indians to pursue their own definitions of success. It is timed with the India vs New Zealand 2026 series, with Gill leading the Indian ODI team and connecting with audiences nationwide. The final film brings the narrative full circle, showing Gill on the field, five runs from victory, driven by the same determination that defines the campaign.
What we think about it: Smartly uses Gill as a cultural anchor to link personal ambition with national progress, making financial products feel emotionally relevant rather than transactional. At times the framework feels familiar and slightly repetitive across the films, but the closing match moment adds enough narrative payoff to lift it beyond a standard celebrity-led finance campaign.
Abonty Banerjee, COO – digital, technology and marketing, Tata Capital, said, “India’s progress is built on real-life stories of ambition and perseverance, expressed through everyday choices. ‘Zidd Tarakki Ki’ celebrates this spirit by spotlighting stories inspired by Indians across life stages and their determination to excel. At Tata Capital, we support this momentum with financial solutions that are accessible, relevant, and aligned to our customers’ evolving aspirations.”
The four-week campaign, which will be live until 5 February, is being amplified across television, digital, and social media, reaching masses across urban and emerging markets.
