Transparency is key in Geojit BNP Paribas' new campaign

Euro RSCG India has created a new campaign, for financial investment company Geojit BNP Paribas. The campaign aims to tap the company's pan-India customers and strengthen its presence across the country. It bases its core proposition on 'transparency.'

Siddhartha Bindra, creative director, Euro RSCG India said, "Geojit BNP Paribas has a very strong presence in the southern markets for many years now. However, we aim to strengthen its presence across India with this campaign."

He adds, "People in India are generally skeptical about brokers and the way they manage their money. Geojit BNP Paribas is very open about the way it invests its consumers' money, lets them track the progress of the transactions at every step and also takes their suggestions in conducting the transactions; the entire process is very open. Hence, we thought of transparency as the core thought behind the campaign. In fact, we've even created a mascot for the company -- a transparent piggy bank (see picture)."

Watch the TVC here:

Geojit BNP Paribas from Campaign India on Vimeo.

The TVC begins with a couple having dinner at a restaurant, when the man is about to give the girl a ring and pop the question. Just before he does that, the girl stops him and says she needs to be honest with him. She takes out a pair of glasses and reveals that she is also really short - two facts that the man didn't know. In turn, he too admits that he is actually bald and wears a wig.

Bindra says, marriage being an extremely important part of the Indian society, it is also an institution that requires complete transparency and honesty for it to work. It was this insight that the agency made the connect with the idea of transparency.

The media mix for the campaign includes TV, outdoor, print. The creative team includes Satbir Singh, Siddhartha Bindra and Prasanna Jagtap. The film has been directed by Gajraj Rao of Code Red Films.