Diversified financial services company Edelweiss has released new TVCs positioned on the thought "Now you can". According to Shabnam Panjwani, marketing head, Edelweiss, "The key objective of this campaign is to establish mother brand Edelweiss’ stature amongst a wider audience in readiness for Edelweiss’ expansion in retail broking and mutual fund and entry in life insurance and housing finance. The second objective is to establish a positioning that resonates with the ‘New India’ that is progressive, ambitious and confident of their own ability to make ‘change’ happen."
Zarvan Patel, director at Ideas@Work, the agency behind the campaign said, "[The proposition was in] One word - Empowerment.Then when we really got down to chatting about the scene in India today versus the scenario, let’s say, even 15 years ago, the thought really shifted focus to the unstoppable new spirit of India, a country under construction, a nation being built, a country set to grow at, did someone project, 9.8. It needs schools, bridges, hospitals, homes, space projects, stadiums, malls, holidays. Today, no goal seems unattainable, luxury is no longer a dirty word, and our legendary entrepreneurial spirit is burning brighter than ever. Today the nation is no longer scared to dream. The campaign had to reflect this spirit."
A cross-media communication plan is in place for the new positioning. "It doesn’t really matter if it is ATL, BTL or just one-on-one relationships – if communication resonates and hits a chord, it will aid brand recall. We have been able to use the strengths of each medium to reach the target audience more effectively. After all, the campaign, in order to be effective, has to demonstrate how ‘Can’t’ becomes ‘Can’," explained Panjwani.
WATCH the TVCs
Prashant Godbole, Director
Zarvan Patel, Director
Roy Abraham, Creative Director
Manoj Gorde, Creative Director
Mahesh Gorde, Creative Director
Shabnam Panjwani, Head-Marketing Communications, Edelweiss
Rajiv Bantwal, VP, Marketing Communications, Edelweiss
Rohan Nair, sr. Manager, Marketing Communications, Edelweiss