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.