Campaign India Team
Jun 07, 2016

Edelweiss embeds ‘understanding needs’ message in Saina-daadi story

Watch the ad film conceptualised by Scarecrow Communications

Edelweiss Group has launched a new campaign through which it tries to explain how knowing a person’s needs are important to offer the appropriate financial advice. The campaign consists of a film featuring brand ambassador and Indian badminton player Saina Nehwal, conceptualised by Scarecrow Communications.
The film shows Nehwal travelling to a village to visit her grandmother after a long time. She reaches the village and greets her delighted grandmother. When she hands over a feature phone as a gift to her, the old lady tells her that she didn't need to get her a gift. She then picks up something that resembles a walking stick and says that she manages with that. The walking stick is actually a selfie stick. And connected to it is an iPhone. The grandmother lifts it to click a selfie with Nehwal and others around them. Nehwal says that 'sometimes we assume what people need, but we can actually get to know what they want when we can understand them well.' The film ends with the voice over saying Edelweiss does that in terms of understanding financial needs, as its experts listen to customers and understand them.
Shabnam Panjwani, CMO, Edelweiss Group, said, "Our research over the years has highlighted the issues that consumers grapple with repeatedly in dealing with financial services. Be it being saddled with a product that they don’t need or inherent complexity of world of finance or confusion given the plethora of choices or lack of transparency. At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal’s endearing bond with her grandmother and shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much."
Raghu Bhat, founder director, Scarecrow Communications, added, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a 'real' person rather than a 'badminton superstar' was an objective. Vishal Manglorkar's cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the 'soul' of the story or the essence of the Edelweiss brand.”
Arunava (Joy) Sengupta, founder director, Scarecrow Communications, said, "A very strong insight/observation is at the core of this campaign. And it needed to be told in a simple yet memorable manner. We believe this Saina and daadi (grandmother) story achieves that and will be liked by all.” 
Client: Edelweiss Financial Services
Creative agency: Scarecrow 
Creative team: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Vaishakh Jhunjhunwala, Jayesh Pithada
Client servicing: Arunava Sengupta, Mangesh Mulajkar, Chayan Rahatekar
Production house: Infinity Films
Director (film): Vishal Mangalorkar
Producer: Kripa Lalwani
Campaign India

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