DELHI, Nov. 21 -- Whoever said the journey matters more than the destination surely never took a loan! Irrespective of why you need one, getting a loan approved is most often a complex and tedious process. From agents giving evasive answers to making false claims and promises, the troubles are aplenty. This leaves customers sceptical about financial services companies delivering on what they promise, according to a research conducted by Tata Capital.

To assuage these concerns and communicate Tata Capital's ability to deliver on its commitments, the company is asking consumers to 'Count on Us'. The campaign comprises three different messages in the form of conversations that take place between a customer and an agent. "Each message depicts ...