ING Vysya has launched a new TVC, created by JWT Bangalore, which looks at the ease of access offered to a consumer by the financial brand's Orange account.
The spot shows four different people heartily welcoming a person into their house because the said person is a friend of their pal Rakesh. It is clear from the treatment of the film that the guest is not that well known to the people who are welcoming him but because of his relationship with their friend, he is readily accepted and welcomed into the house.
The insight here was that people looked for accessibility from their banking partner and more often than not, this was a major cause of irritation for consumers. Friends being the new family in this day and age, the commercial attempts to draw a parallel between the easy access that people's friendships automatically afford to them and the ease of access that the bank seeks to provide to its customers.
Elaborating on the backdrop against which this new communication was launched, Sonalee Panda, head- product and marketing, ING Vysya said, "Last year ING in India and ING globally did surveys to understand the gaps in consumer expectations when it came to their financial products portfolio. One of the biggest things that came about is that consumers feel that they do not have control of their money. They do not feel that it is easy to access their finances."
"We took this as a central theme. As an organization we did have three pillars, one of which was 'easy to deal with', we took this ahead as the central theme for us," she further added.
Panda says the last one year has seen them re-align their products to bring the proposition of 'easy to deal with' alive. One of these new features included the ability to automatically generate and courier a new cheque book to consumers as soon as the fifth last cheque hit the account.
"We thought it was a good time to talk to customers because we have dealt with the processes and the employee alignment. During research, accessibility was also a huge requirement for most people. The challenge came in saying how to deliver this communication to consumers in a way that would make an impact," she added.
Tina Sachdev, creative director, JWT said, "ING Vysya was looking for a long term platform to bank on. This was the first time that the bank was advertising in the market. Till date, it has mostly been other financial products like insurance, asset management etc that were being advertised. The client wanted to communicate the benefits of its Orange account in a way that was easy to understand for its target audience."
The campaign will include print, outdoor, Internet and on-ground.
The creative team behind the campaign from JWT includes Tina Sachdev, Thoppil Paul, Deepa Tekar and Sheshadri Nandar. The jingle for the commercial has been created by Rajat Dholakia and will remain a constant in other future brand campaigns. The film has been directed by Gajraj of Code Red Films.