HSBC has rolled out a campaign 'my account starts today' featuring cricketer Virat Kohli to highlight the purpose of its 'opening up a world of opportunity' proposition to support the goals of an aspirations of India going global.
Conceptualised by Contract Advertising, the film features Kohli at a stadium and shows his name on a billboard beneath a list of batsmen before abruptly starting to fade away. The film then moves on to a press conference scene where Kohli's presence is shown fading over time - a trophy cabinet on the wall, newspapers, YouTube channels, and a dressing room wall all follow a similar pattern to the Honours Board. Finally, a close-up of his face can be seen on the screen as he puts on his helmet after moments of introspection in his dressing room. Kohli is seen telling millions of viewers in the final moments of the advertisement to forget about all his accomplishments and his cricketing past and instead concentrate on the new opportunities and the persona he is about to assume. He finally walks out of the dressing room, and through open doors into an energetic stadium. The symbolic open doors change into the the brands logo with the tagline 'my account starts today' as Kohli moves away from the camera.
Sandeep Batra, head, wealth and personal banking, HSBC India, said, “Our collaboration with Virat Kohli reflects HSBC’s deep-rooted positive sentiments and unwavering commitment to India. With our extensive range of products and services, we are strategically positioned to support multiple facets of India’s economy, poised for enduring growth. This campaign serves as a testament to our dedication to growth and our aspiration to become the preferred international financial partner for our clients.”
Jaswinder Sodhi, head of customer proposition, digital and marketing - Wealth and Personal Banking, HSBC India, said, “The campaign holds a special place in our hearts as it resonates with our core purpose of ‘opening up a world of opportunity’. In India, cricket’s ability to transcend boundaries seamlessly integrates with our objective. Through the campaign, we are reiterating our dedication to providing new opportunities to our clients. As a brand we are committed to long-term success, investing in the growth and forging an emotional connection with our customers."
Rahul Ghosh, executive creative director - Mumbai creative head, Contract Advertising, said, “At the core of the creative idea was a belief that one makes history only when one forgets history. And this campaign was about making all sorts of history. It was a coming together of two global icons, yet the approach was iconoclastic. We hope we have shattered some glass ceilings of celebrity and BFSI communications.”
Agency: Contract Advertising
Client: HSBC India
Chief growth officer, Wunderman Thompson South Asia and CEO, Contract Advertising: Raji Ramaswamy
Executive creative director: Rahul Ghosh
Chief strategy officer: Rohit Srivastava
Executive vice president and general manager: Ayan Chakraborty
Senior vice president: Sabina Singh
AVP and senior creative director: Sagar Chhabria
Associate creative director: Anwesha Praharaj
Creative director: Bappaditya Saha
Creative director: Yogesh Palav
Group account director: Mihin Mehta
Account executive: Akankhita Roy
Account executive: Iksha Sinha
Senior manager - films: Akshay Kamble