McCann launches AU Small Finance Bank campaign with Ranbir Kapoor, Rashmika Mandanna

AU Small Finance Bank has unveiled a new brand campaign that advances its long-standing platform ‘Soch Badlo, aur Bank Bhi’ (Change your thinking and your bank too). Conceptualised by McCann and featuring actors Ranbir Kapoor and Rashmika Mandanna, the films represent a creative shift for the brand, adopting a more entertainment-led approach to communicate AU’s evolving banking proposition.

AU Small Finance Bank is India’s largest small finance bank and the first to receive in-principle approval from the Reserve Bank of India to transition into a Universal Bank. The new campaign reflects this phase of transition, aiming to broaden the brand’s appeal while reinforcing its core message of encouraging consumers to rethink their banking relationships.

The films are built around humour, everyday conversations and familiar situations. Rather than relying on direct product selling, the narratives focus on small but telling moments that question whether existing banking arrangements genuinely serve customer needs. Kapoor and Mandanna appear as characters who subtly steer conversations, acting as prompts rather than overt endorsers, allowing viewers to arrive at their own conclusions.

By grounding the storytelling in recognisable scenarios, the campaign seeks to create relatability and reflection. The tone is conversational and light, positioning banking decisions as something that can be reconsidered without complexity or pressure. This approach marks a departure from more transactional messaging, with the emphasis placed on reflection and choice.

Alongside brand messaging, the campaign also highlights AU Small Finance Bank’s strengthened product offerings across both consumer and business segments. For individual customers, the communication draws attention to higher interest rates with monthly payouts on AU Savings Accounts, as well as lifestyle benefits and merchant offers linked to AU Debit Cards.

For business customers, the campaign showcases AU’s Current Account proposition, which integrates lending solutions, payment collections, merchant services and Trade and Forex offerings. The intent is to present AU as a consolidated banking partner capable of supporting varied operational needs through a single platform.

Commenting on the campaign, Sanjay Agarwal, founder, MD and CEO of AU Small Finance Bank, said, “This campaign, based on core thought of ‘Soch Badlo, aur Bank Bhi’, inspires customers to reflect on their banking choices, as we bring the message in a more contemporary, relatable, and entertaining way.” Agarwal added that the campaign aligns with AU’s preparation for its transition into a Universal Bank by showcasing strengths in savings and current account products.

Prasoon Joshi, chief creative officer and CEO of McCann Worldgroup India, said, “It’s about exploring the consumer’s evolving mindset through a lens of warmth and relatability.” He noted that the films focus on humour rooted in everyday human behaviour, inviting audiences to pause and reconsider their banking decisions.

The films have been directed by Hemant Bhandari and produced by Chrome Pictures. The campaign will run across television, digital platforms, social media and print, extending AU Small Finance Bank’s reach across diverse customer segments.