IndusInd Bank has unveiled its new advertising campaign, a series of three ads to communicate new services like ATM denomination selection, 365 days banking and cheque images along with statement of account. Television commercials that are part of the ad campaign, which went on-air on December 24, has been created by RK Swamy BBDO. Estimated media spend for the campaign is around Rs. 12 crore.
Choice Money ATM
Check On Cheque
In the ‘Choice Money ATM’ film, Shorey plays a Groom (Dulha) dressed in a traditional sherwani enjoying his wedding procession and giving out currency notes in exchange for notes of bigger denominations to people attending his baraat. In the ‘Check On Cheque’ film Ranvir plays a 30 something individual hosting a brunch party at his home and engages with one of the guests to showcase his memories with individuals he had banking transactions with. The third film titled ‘Open 365 Days’ has not yet been released.
On the campaign, Sumant Kathpalia, Head-Consumer Banking, IndusInd Bank said, “Through this ad campaign we are taking our ‘responsiveness’ theme to customers and reinforcing our commitment to give best-of-class services in the industry. ATM denomination selection and Cheque images along with statement of account are unique features and we are the first bank in India to offer these. These new services are focused on client needs and are an outcome of extensive customer research. All ads, in addition to the humour, are giving the core message of IndusInd Bank’s commitment to provide a world-class banking experience.”
Mohit Ganju, Head – Marketing, IndusInd Bank said, “This Ad campaign has been built using strong characters played by Ranvir Shorey and interesting situations to deliver the new service messages. The choice of casting and humour will definitely help us break the clutter and create some disruptive communication. We had chosen Rohan Sippy to direct the ad films and he has done full justice to the endeavour.”
It may be recalled that the bank had appointed Ogilvy & Mather for all forms of creative communication across print, electronic, radio and digital in April 2010. “The bank had hired O&M for a specific project and that project got delayed. We are not working with O&M on any other project as of now and the brand communication duties are handled by RK Swamy,” informed Ganju.
IndusInd Bank had launched its first ever mass media campaign in May-June 2009 and since then it has been consistent in communication through television, radio, outdoor and print advertising. The Bank plans to take an integrated marketing approach to propagate the service messages. TV, OOH, Radio, Digital and Cinema are integral part of this campaign. The campaign is slated to roll for more than 4 months. Media Direction is the media agency for this ad campaign.
Creative head: PS Mann
Brand design director: Ankur Suman
Production House: FilmFarm, Mumbai