Standard Chartered has launched the second phase of its global wealth campaign, ‘Now’s Your Time for Wealth’, sharpening its focus on insight-led engagement for affluent and globally minded investors. In India, the campaign targets the growing wealth segment, including ‘Global Indians’, with content designed to address cross-border investing and market volatility.
The new phase pivots from broad brand storytelling to CIO-powered intelligence, using marketing formats that give investors direct access to the bank’s Chief Investment Office perspectives. These include high-frequency market outlooks, sector-specific calls and cross-market guidance, delivered through editorial partnerships and digital content timed to market movements. The intent is to place real-time investment insight at the centre of brand communication, positioning the bank as a decision partner rather than a product provider.
The campaign is structured around three pillars: cross border wealth, wealth expertise and navigating volatile times. Together, these themes reinforce Standard Chartered’s positioning as a global wealth partner with an international network and local market understanding. From a marketing standpoint, the messaging is designed to address investor uncertainty, using expertise as a credibility cue rather than aspirational imagery alone.
Execution follows a 360-degree integrated marketing approach. The campaign runs across out-of-home advertising, linear television, connected TV, digital media including Google Search, programmatic buys and social media platforms, as well as owned media. Media planning is aimed at engaging different investor cohorts through more personalised messaging, reflecting the varied needs of high-net-worth and affluent segments.
Haymans Fung, global head of marketing for wealth and retail banking at Standard Chartered, said the campaign responds to a more complex investment environment shaped by geopolitical developments and cross-border considerations. He noted that the bank is using its international network, long operating history and CIO insights to give clients clearer access to information that supports confident decision-making across markets.
Aditya Mandloi, managing director and head of wealth and retail banking, India and South Asia, said the campaign reflects the bank’s focus on empowering affluent clients through timely intelligence, international connectivity and tailored investment opportunities delivered via its global wealth hubs.
The first phase of ‘Now’s Your Time for Wealth’, rolled out in January 2025, used a mix of airport and in-city out-of-home advertising, print, film and content partnerships across seven markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, UAE and India. The second phase builds on this footprint, shifting emphasis from visibility to relevance through insight-driven content.
The campaign signals how financial services brands are increasingly using expertise and proprietary intelligence as a content asset, integrating thought leadership into full-funnel marketing rather than treating it as a separate communications layer.
