Building on their previous campaign, “Rishte kai tarah ke hote hain”, Bank of India has released its latest advertising campaign. The campaign has been created by Ogilvy Mumbai and consists of four TVCs.
Three of the four TVCs have gone on air, with the fourth TVC expected to be released soon.
Watch the TVCs (story continues below)
In the TVC titled 'Home loan', a couple is shown getting out of a bus and getting cozy with each other on their way back home. The man is shown trying to hold the girl's hand, but she keeps pulling her hand away amongst fears about their neighbours spotting them. As they're shown getting into a building, the man tries to again to hold her hand, but the lady pulls away among fears of her father spotting them. The girl is then shown getting into a house, with the man following her shown to be her husband. The film ends with the voiceover introducing Bank of India's home loans.
In the second TVC titled 'SME loan', two colleagues are shown discussing their problems at a tea stall. One of them looks extremely troubled with his job and is constantly cribbing. His colleague gives him an option of starting up his own SME, as they have the experience and contacts to make a business work. During this discussion, the man who was first shown cribbing about his job gets extremely annoyed and starts shouting at the tea vendor, as his tea isn't according to the standard he expects. This is when the tea vendor's colleague tells the tea vendor to leave the job and create his own tea stall too. The voiceover then explains the SME loans which Bank of India offers.
In 'Car loan', a man is shown urging his wife and children to get ready quickly so that they make it to the theatre on time to catch their movie. The family of five moves towards their vehicle for the movie, which is a two-wheeler. Not convinced about how they all will fit on the scooter, the wife takes two children and says that she would take a rickshaw to get to the theatre, while one daughter is shown sitting behind her father on the two-wheeler. The girl complains about always having to travel separately. The film ends with the voiceover explaining the car loans that Bank of India offers.
Commenting on the insight behind the campaign, Louella Rebello, creative director, Ogilvy & Mather, Mumbai, said, "The truth is that married couples in India have to huddle in unfriendly corners and grab romantic moments outside because their home is probably bursting at the seams with people. Half the couples you see at the sea face are married. Tragic but true. That’s the insight that led to the home loan ad. All the other ads came from similar insights."
Sumanto Chattopadhyay, executive creative director, South Asia, added, "The Bank of India campaign doesn't stick a finger in your eye to say notice me. Working rather differently from standard advertising, it enters your mind space like a family member, never intrusively, but gently and then suddenly endears itself to you in that shining moment when you see yourself reflected in it."
Client: Bank of India
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Executive creative director: Sumanto Chattopadhyay
Creative director: Louella Rebello
Creative team: Louella Rebello, Mayur Varma and Karn Singh
Senior vice president: Asheesh Malhotra
Servicing team: Yuvraj Singh and Lynette Crasto
Client: R. Sampath and M.Shanmugam
Production house: Dungarpur Films
Director: Shivendra Singh Dungarpur
Music: Amar Mangalurkar