Campaign India Team
Feb 27, 2009

HDFC Bank launches campaign to promote Meritus Scholarships

HDFC Bank has rolled out a new campaign, to promote its Meritus Scholarship plan. Euro RSCG has conceptualized this campaign.Speaking about the brief provided by the client, Nilesh Vaidya, creative director, Euro RSCG said, “The client brief was to announce the HDFC Bank Meritus Scholarships and convey the pride associated with winning one. And both the films answer this brief, though in different ways.”

HDFC Bank launches campaign to promote Meritus Scholarships

HDFC Bank has rolled out a new campaign, to promote its Meritus Scholarship plan. Euro RSCG has conceptualized this campaign.

Speaking about the brief provided by the client, Nilesh Vaidya, creative director, Euro RSCG said, “The client brief was to announce the HDFC Bank Meritus Scholarships and convey the pride associated with winning one. And both the films answer this brief, though in different ways.”

Speaking about idea behind the TVC titled ‘Must be Serious’, Vaidya said, “The film revolves around a very basic insight - a child who's an 'achiever' can do no wrong. Whatever he does, even when he's being mischievious, lazy or just generally being a kid, is interpreted by the people around him as 'hey, he must be doing something meaningful”.

Watch the TVC below:

The spot begins with a couple stepping out of the car, when a potted plant comes straight from above and misses her by inches. The man looks up, spots a small child who’s responsible for the ‘accident’, and says “It’s just Ajay, so he must be experimenting on gravity’. Next, Ajay is allowed to daydream in class, because he must be thinking about his project work. At the end of the end, the viewer realizes that Ajay has won the HDFC Bank Meritus Scholarship, which is why he is viewed in a completely different light.

The media mix for the campaign predominantly includes TV. However, it will be supported with below-the-line activities such as creating awareness by posters in schools.

The creative team behind this campaign includes national creative director Satbir Singh and creative director and copywriter Nilesh Vaidya. The film has been directed by Ravi Deshpande of Ravi Deshpande Films.

Source:
Campaign India

Related Articles

Just Published

2 days ago

Opinion: The power of UX experience to influence ...

The author has put forward strategic guidelines that can potentially impact the overall user experience of an e-commerce website

2 days ago

Eno makes a southern case to put acidity in its place

Watch the film conceptualised by Grey Group India here

2 days ago

Bajaj Finserv warns against online banking scams

Watch the film conceptualised by Social Panga

2 days ago

Performance, success aren’t down to being quiet; ...

At an IAA Masterclass event, the consultant spoke about the role of brands in various sectors, their relationship with finance and how advertising will retain its importance for times to come