Your chance to ‘do right’ is just a click away

Remember that spunky street kid selling magazines at traffic lights you thought you should help? Or those wandering band of nomads you came across during a chai break on your road trip? ‘Half-stories’, which remain incomplete, where you wanted to help, but where thanks to your busy life, intention didn’t translate into action. Tata Capital now gives you an opportunity to complete some incredible half-stories of courage, perseverance and determination. Stories from across India–ordinary places, extremely remote places; stories that highlight the challenges faced by everyday people; stories of individuals and of communities.

Erupting from the mountains, growing in the valleys, emanating from the city lights, these stories are half stories today, but will see a happy ending if you step in.

Half-stories - Finishing the Unfinished Tata Capital Limited - the financial services arm of the Tata Group is bringing half stories from North to North-East India, from among common people in the remotest corner of the country to the citizens of India, inviting you to be their champions.

The Tata Capital team, in partnership with United Way, a global NGO, will set out on a journey starting from Dharamshala in Himachal Pradesh all the way to Guwahati in Assam, to identify simple, everyday stories of people where you could get involved, and place these stories, through photographs and videos, on the Do Right website and the Do Right Facebook page . Through these social media tools, you can learn about these ‘half-stories,’ and how you can support a cause in order to complete a story successfully.

The journey will begin with the first half story – that of Aatmaram and his tribe – the Gaddi - a nomadic community of shepherds, one of the sub-continent’s most enigmatic anthropological groups housed in the hills of Dharamshala in Himachal Pradesh. They face the constant threat of their sheep being stolen or attacked by wild animals, as Aatmaram and his fellow shepherds move ever higher in search of greener pastures, sometimes hiking up to over 15,000 feet in one of the most inhospitable terrains of the world.

To defeat the all-pervasive darkness in this wilderness and fight the terrible cold, Aatmaram needs a survival kit of a tent, two solar lights and two sleeping bags worth about Rs 11,500 only. You can arm Atmaram and his fellow tribesmen with this kit either by contributing on the website or by sharing Atmaram’s tales through your social media network. And in doing so, you will join Tata Capital to script a happy ending to Atmaram and members of the Gaddi community fight against the wilderness–a fight for basic survival. You can watch their story here .

By giving many more such half-stories a voice, Tata Capital aims to give concerned Indians a platform where they can make an actual difference and Do Right.

The Journey of Doing Right “The Do Right initiative is an extension of the Tata Capital brand promise – ‘We only do what’s right for you’. It aims to nurture and spread the spirit of ‘Do Right’, by inspiring everyone to Do Right and providing platforms to Do Right,” explained Veetika Deoras, Head – Brand Marketing and Corporate Communication, Tata Capital Limited.

In the initial phase of the Do Right campaign, Tata Capital aimed at inspiring and inculcating the right values in children from a young age, so that an overall positive impact is made on society at large. The campaign called for stories from parents and other adults that spread the spirit of doing right, inspiring children through their actions.

Individuals shared their childhood stories or stories of their children exhibiting values such as trust, respect and honesty on the campaign’s Do Right Stories platform. Best stories were used in a physical Do Right book that was launched later during the campaign. The objective of Do Right Stories was to provide a medium from which kids and adults can draw inspiration from and learn from real-life ‘do right’ examples.

Tata Capital’s brand promise – “We only do what’s right for you” – is a reflection of the Company’s resolve to do what’s right for all its stakeholders, including its customers and the society at large. As a first step, the ‘Do Right’ philosophy was beautifully encapsulated in Tata Capital’s signature song – “Karein wahi jo ho sahi”– written by the eminent lyricist Gulzar, composed by the famous musical trio of Shankar, Ehsaan and Loy, and sung by Shankar Mahadevan himself. Legendary classical music artists like Amjad Ali Khan and Pandit Shiv Kumar Sharma have joined the initiative and demonstrated their support through their own beautiful musical renditions of the Tata Capital Signature Song.