SBI Cap Securities has launched a six-film campaign that establishes the brand and product features, conceptualised by Rediffusion Y&R. The agency won the account post a multi-agency pitch.
All the films feature a young girl and her little brother. Featuring everyday situations in the lives of the kids, the brand spells out benefits of the product. The films feature a catchy tune that forms a signature soundtrack, adding to the light-hearted feel. As the kids demonstrate their presence of mind in different situations, the brand links it back to introduce its features.
In one of the films, the kids plead with their mother for chocolates at the dining table. The lady refuses, taking away the jar of chocolates. Turning to their father for help doesn’t help. An idea strikes them. They bring their grandmother to the kitchen when their mother isn’t around, and make her fetch the jar of sweets. The brand chips in with the super: ‘Multiple channels for easier access – web, app, call, brand, exe, call & trade’. A voice over and super introduce SBISmart.com in all the films, with the message: ‘Information smart, toh decision bhi smart’.
The other films in the series are:
Sreejith Kodoth, creative head (art), Rediffusion Y&R, said, “Breaking the campaign in six separate ads was the perfect strategy. It gave us the scope to simplify the benefits and also made for a much more expressive communication programme. We avoided jargon and heavy financial words – the kids, in their own way, brought the idea alive in a charming fashion.”
Mani Palvesan, MD, SBI Cap Securities, added, “We threw a challenge at the agencies to communicate multiple benefits in one campaign. Rediffusion Y&R managed to come back with a solution that not only brought all the benefits alive; but also managed to dejargonise the category for a common man. What we liked about the creative strategy was that it was clutter breaking and connected instantly. It was simple, clear and bang on our requirement. The central characters of the film, the kids showcase great bond and unspoken understanding that we as a brand believe is important between us and the customers.”
Rahul Jauhari, COO Rediffusion Y&R, said, “I'm quite happy with the way this campaign has turned out. The casting has paid off and going by reactions, the campaign is resonating well with people.”