HDFC Bank's new campaign promotes 'MyFavourite' feature of ATMs

Mukta Lad, 02 February, 2010

Mumbai

HDFC Bank has rolled out new communication, that aims to showcase the 'MyFavourite' option available across all its ATMs. Conceptualised by Euro RSCG India, the campaign aims to make HDFC Bank's customers aware of the feature and take forward its 'We understand your world' positioning.

Campaign India spoke to Nilesh Vaidya, executive creative director, Euro RSCG India, who shared his insights about the campaign.

"HDFC Bank had just become the first in India to introduce a feature called 'MyFavourite' at their ATMs. Quite simply put, this feature remembers your favourite (most often used) withdrawal amount. This helps you withdraw cash 40% faster," he says.

View the commercial below:

A man in a towing truck is lying in wait hoping to tow away an unsuspecting driver's car. His attention suddenly goes to a car that has just been parked outside an HDFC Bank ATM. He gathers his crew and immediately gets to work in a hurry, ensuring that the car is towed away before the driver is back. However, just as he is fixing the hook on the front of the car, he is startled by the horn. He looks up to find the driver back in the car and is extremely surprised to know that he is back so soon. The TVC highlights that HDFC Bank's ATMs work 40% faster than ATMs of other banks, because of the MyFavourite feature.

Vaidya says, "HDFC Bank's baseline is 'We understand your world'. That's why, every piece of communication we do has to reflect this understanding and expressed through an insight from the consumer's world. The promise of speedier ATMs was dramatised in an everyday, easy-to-relate-to situation, but with an unexpected twist."

"Every time you park outside an ATM and walk in, half your mind is worrying about 'Will my car get towed away'? This is an insight that is applicable across big and small cities alike. The new feature in our ATMs rids you of that worry," he adds.

The campaign will be supported by print and outdoor, in addition to the TV commercial. This TVC is one off for the 'MyFavourite' feature of HDFC Bank ATMs and is not a part of a series to promote the bank's benefits.

Credits:

Project: HDFC Bank ATM Campaign
Brief: To promote HDFC Bank's 40% faster ATMs
Client: HDFC Bank
Creative agency: Euro RSCG
National creative director: Satbir Singh
Executive creative director: Nilesh Vaidya
Copywriter: Nilesh Vaidya
Production house: MAD Films
Director: Parag Kulkarni
Client servicing team: Mansi Vora, Riddhi Jani
Post-production studio: Prime Focus +
Media agency: Starcom
Media used: TV, print, outdoor