AU Small Finance Bank has rolled out a campaign featuring brand ambassador Kiara Advani.
Conceptualised by L&K Saatchi & Saatchi, the campaign consists of a film. In it, Advani is walking into an AU Small Finance Bank branch while the security guard starts singing 'madam ko paise se pyaar nahi hai' (madam doesn't love money). Advani turns to him and says that she does love money and that's why she banks with AU Small Finance Bank as it gives out interest on a monthly basis on her savings account.
According to a release shared by AU Small Finance Bank, the campaign will also focus on current account and video banking features.
Uttam Tibrewal, executive director, AU Small Finance Bank, said, “Extending from our previous brand campaign 'Badlaav Humse Hai', which garnered immense appreciation and amplified AU SFB brand presence, we are delighted to launch this latest brand campaign. AU has always believed in capturing customers' imagination and challenging the status quo to deliver what they actually desire. This new brand campaign reflects that ideology and is tailored to resonate with the evolving aspirations of our customers. Recognising the paradigm shift in the role of women in financial decision making, we are elated to continue with Kiara Advani personifying our brand ethos. Our vision transcends beyond conventional banking—we are here to give complete banking through financial journeys that are convenient, accessible, modern, and attuned to the customers requirements. Our message is to empower every individual with banking like never before. The 'soch badlo, aur bank bhi campaign celebrates that change that redefines banking.”
Paritosh Srivastava, CEO, L&K Saatchi & Saatchi & Publicis Worldwide India, added, "AU Small Finance Bank has had an incredible journey over the last six years and gained the trust of millions. It’s the largest SFB in the country. Our philosophy of being the agent of change in the banking industry is at the heart of our success. This campaign builds on the philosophy of ‘Badlav Humse Hai’ and highlights the superior quality of AU Bank’s products which are designed keeping the consumer pain points in mind. It also urges consumers to question their banking choice. AU SFB is already a respected bank. Now, we have to build a powerful brand that will resonate with millions of Indians and transform their banking experience.”