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.