Objective: Create buzz for Tata Capital's Wedding Loan in a cluttered category.

Insight: A majority of expenses at Indian weddings are traditionally still borne by the bride’s family, with some demands bordering on the ludicrous.

Solution: #WedEqual, a tongue-in-cheek campaign featuring comedians Mallika Dua & Anuvabh Pal, that nudged couples to split their wedding expenses equally.