DBS Bank India has launched its ‘Action against Cyber Theft - (ACT)’ (#ACTNow), a consumer led education initiative, on 19 March. The two ad films, created to support the initiative, have been conceptualised by Scarecrow Communications.
The ad film titled ‘Naming ceremony’ opens with a room full of women and children gathered around a baby girl’s crib in the presence of a pandit. He suggests the alphabet ‘S’ for the little girl. Possible names are being discussed ranging from ‘Simi’ to ‘Susie’ in search for a strong name. One of the lady suggests ‘Simranjeet’. Finally, the grandmother is asked for her opinion and she suggests ‘Simranjeet_09#7”, reasoning that when in the future the girl’s husband would want to keep her name as a password, it will be strong enough. The ad film ends with initiative led brand sign off.
The ad film titled ‘Landlord’ looks at the account hacking practice. The film shows a landlord that comes around to demand the outstanding payment of the past six months. The young man at fault, calls up a number pretending to be a telemarketer calling from a bank to confirm the person’s banking details. He then acquires the card details of the person he has called. The landlord, despite realizing that he is witnessing fraud, rushes out a little shocked. The film ends with the initiative’s call to keep hackers at bay.
Sheran Mehra, head – group strategic marketing and communication, DBS Bank India, said, “With the growing internet penetration and associated technology, consumers are constantly under risk of the evolving nature of cyber crime; in this scenario it is imperative that the consumers are educated and aware. ACT will be a sustained, broad-based initiative to spread the awareness among the consumers and help minimise the risk of cyber theft.”
The campaign, in addition to TV, will straddle, print, radio, outdoor, theatres, on-ground activities and digital channels through the year.
Client: DBS Bank
Creative agency: Scarecrow Communications
Creative team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Nikhil Kerkar, Lalit Sakurkar, Yogesh Rijhwani, Kunal Parkar.
Account management Team: Arunava Sengupta, Mangesh Mulajkar, Seema Kamath, Gargi Agarwal.
DBS team: Sheran Mehra, Krishna Kota, Zarestin Unnwala.
Production house: Chrome Pictures Private Limited.
Director: Aleya SenSharma
Producer: Prafull Sharma, Daniel Amanna
Cinematographer: Sethu(naming ceremony) / Sanu (Landlord)
Art director: Sunil Babu
Chief AD: Raza Surti
Director assistant: Dane Ross
Costume: Urmi Hemal
Production manager: Navin Mishra
Offline editor: Rachit Mehta
Colorist: Prashant Sharma
Online artiste: Ajinkya Jadhav
Music director: Ketan
Sound engineer: Neville Dubash
Post producer: Mithun R Shaw
Asst. post supervisor: Nihal Vaidya
Accountant: Vikas Tambe
Sr. accountant: Kalpesh Darji
Sound studio: Plug-in
Post production house: Pixion
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
21 hours ago
Working from home is no good for passionate and spontaneous folks in the business of ideas, says the author