Bonanza bets on life-long friendship to communicate brand values

Bonanza, a financial services and broking house, has released a TVC to communicate its core brand values. The commercial has been created and produced by Bloomberg UTV's in-house production studio. The studio has been developing films for new brands that want to come on television, but do not have the bandwidth to appoint an agency for the same.

The film takes us through the past friendship of two old people, with flashbacks of certain incidents in their life which depict various values like transparency, faith and trust.  

On the campaign, Rakesh Goyal, senior vice president, Bonanza, said, "The main purpose of the TVC was to reinforce the brand image of Bonanza among the general public. Though we had great name among the trading community, general public never considered us to be among the top brokerage houses or financial services of the country. We decided to come out with a TVC that communicates the company's message along with an emotional connect."      

Elaborating on the brief for the campaign, Vaibhav Chib, Creative Director, Bloomberg UTV, explained, “Client wanted the commercial to touch each and every individual who is watching the visual in some way or the other. The client also wanted us to stay away from the typical financial services films, and focus on the core philosophies of the company - faith, trust and transparency. Riding on the thought of how best friends share every moment with each other, and the film communicates the values of the company are aligned with its consumers, just like a true friend."

The television commercial is supported by a multimedia campaign across print and radio that will communicate the same core values of the brand. 

Credits:

Agency: Bloomberg UTV

Client: Bonanza

Creative director: Vaibhav Chib

Copywriter: Joshua Chand

Head - post production: Ninad Chavan 

Lyrics: Swanand Kirkire