Says Senthil Kumar, executive creative director, JWT, "The idea of using humour as a recess for this bloody recession inspired the films. And at the same time, we are talking about value added services that will make banking simpler and easier, saving time and helping the ING customer to Jiyo Easy. The area was fertile and called for simple stories that made you laugh out loud but stuck the service bang in the middle of your memory bank."
He adds,"The films highlight some of the easy features of the bank like quick replacement of lost debit card, automatic cheque book re-ordering and mobile banking anywhere. Each commercial picks up one feature and goes on to amplify the consumer benefit of that feature in an engaging way."
Watch the TVCs below:
For ING's VP, marketing, Sonalee Panda, the campaign is much more than mere advertising. "It [the campaign] means far more to us - in fact, it is our rallying philosophy, what we have pledged to offer to our customers across the country. While it may seem like a simple promise, we are acutely aware that it is extremely difficult to deliver it on the ground. And to that effect, we have conducted extensive training programmes for ING Bank employees throughout the country to ensure that almost every real consumer interaction with the bank is an easy and pleasurable one”.
Added Rajesh Gangwani, senior VP and GM, JWT Bangalore: “Research showed that consumers perceived banking to be a huge chore. The word itself conjured images of long queues, painstaking processes, lack of transparency, loads of bureaucracy and so on so forth. Can ING somehow take the pain out of banking, we wondered? And a quick audit of ING’s products and services showed us that it offered features that ensured a hassle-free experience.”
The media mix for the campaign includes TV and online. The creative team that has worked on it includes Kumar, Tina Sachdev and Ratindra Dasgupta.