DBS Bank India has rolled out a new integrated brand campaign built around the message ‘The right choice is right in front of you’, reinforcing its positioning as a trusted banking partner in India. The campaign is led by a brand film featuring filmmaker and choreographer Farah Khan alongside some of India’s top badminton players.
The film follows Khan as she searches for the ideal cast for her next major advertisement, guided by three criteria: credibility, international recognition and inspiration. Her search leads her to leading badminton athletes Lakshya Sen, Satwiksairaj Rankireddy, Chirag Shetty, Treesa Jolly and Gayatri Gopichand. Their consistent performance, discipline and global achievements align with the attributes Khan seeks, helping to underline the campaign’s central idea that trust and a proven track record make decision-making simpler and more instinctive.
The narrative draws a parallel between selecting dependable talent and choosing a reliable banking partner. By anchoring the storytelling in familiar personalities and a relatable casting scenario, the campaign aims to make financial decision-making appear more intuitive and accessible.
The campaign also builds on DBS’ Singaporean heritage and its presence of over three decades in India. Positioned as Singapore’s largest bank and recognised as Asia’s Safest Bank, DBS uses this foundation to communicate a blend of global standards and local expertise, which is central to the campaign messaging.
Gaurav Rajput, managing director and head, group marketing and communications, DBS Bank India, said, “This campaign reflects how we approach banking at DBS Bank India. We combine the strength and global standards of Asia’s Safest Bank with deep local expertise in India to deliver experiences that customers can rely on. When trust and dependability are consistent, the choice of a banking partner feels effortless. This reassurance is central to our ‘Live More, Bank Less’ philosophy, which focuses on making banking simpler and more seamless for our customers.”
Conceptualised in partnership with Leo India, the campaign uses understated humour and a narrative-driven approach to differentiate itself within the financial services category. Khan’s on-screen presence adds familiarity and relatability, while the inclusion of prominent badminton players strengthens cultural relevance and audience connection.
The campaign will be amplified across multiple channels, including television, out-of-home, social media, digital platforms and print. It will also be supported by internal engagement initiatives within DBS Bank India. The rollout spans 14 key cities, including Mumbai, Delhi, Chennai, Bengaluru and Hyderabad, ensuring broad reach across urban markets.
