Mumbai, 27th August 2026: Tata Capital Limited, the flagship financial services company of the Tata Group, has launched its Raksha Bandhan campaign ‘CountOnTheBond’, celebrating the special bond between siblings and the many ways they show support for each other. Rooted in the belief that some of the strongest bonds are built through everyday moments of care, understanding and support, the campaign brings alive the quiet gestures that often speak louder than words.
This digital film follows the story of a young woman who is passionate about pottery and is preparing to submit her assignment for the finals. Despite her own deadlines, she makes time to look after her brother, helping him with everything – from getting his medicines to managing his daily chores and standing with him as a pillar. She carefully takes care of the little details for him, while putting her own needs and unfinished pottery assignment aside. When she begins to struggle to complete her submission, her brother quietly steps in, building a machine to support her pottery project. His thoughtful gesture helps her move closer to achieving her dream, reflecting how siblings often express their love and support in meaningful yet in modest ways.
Speaking on the ‘CountOnTheBond’ campaign, Kaushik Chakraborty, Head of Marketing, Tata Capital said, “Trust and support are at the heart of every meaningful relationship. The strongest bonds are often built through the small gestures – in ways we show up for each other. Through ‘CountOnTheBond’ campaign, we celebrate the people we can always count on, stand by our dreams and give us the confidence to move forward”.
The campaign brings alive the thought that siblings don’t always express love the same way, but they always find their own way to show up for each other. Through the story of a brother supporting his sister’s passion, Tata Capital celebrates the bonds that quietly give us the confidence to pursue our dreams and remind us of those we can always count on.
The campaign is being promoted across Tata Capital’s digital and social media platforms, and the film has been conceptualised by Schbang.
To watch the campaign film, click below:
- YouTube: https://youtu.be/ex86Uoh6l6E
- Instagram: https://www.instagram.com/reel/Dcahiviu3fR/?igsi=MXAxcHJ5Ym1waHN1
- Facebook: https://www.facebook.com/share/v/18JjFGFy21/?mibextid=wwXIfr
- LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7497557355493044224
About Tata Capital Limited:
Tata Capital Limited is the flagship financial services platform of the Tata Group, with a Net AUM of ~US$29.3bn as of 31 March 2026. As of 31 March 2026, Tata Group ownership in Tata Capital Limited was 85.4%, including Tata Sons at 78.8%. Tata Capital is the 3rd largest diversified Indian NBFC, operating a pan-India phygital model with 1,477 branches across 27 states/UTs and a customer base of ~8.4mn. Its offerings span Consumer Finance, Housing Finance, Commercial Finance, Cleantech Finance, Microfinance, Debt Syndication, Private Equity and Credit Cards. For more information, please visit www.tatacapital.com.
