RK Swamy BBDO has unveiled three new TVCs for IndusInd Bank to communicate a set of new services; ‘Cash-On-Mobile’, ‘Direct Connect’ and ‘Quick Redeem Service’. The ads feature Bollywood actors Neetu Kapoor and Jimmy Shergill.
With the advertising campaign, the bank looks to further reinforce its focus on innovative banking based on the philosophy of 'Responsive Innovation'. The bank had launched three services last year, 'Choice Money ATM', 'Check-on-Cheque' and '365 Days Banking'.
The ‘Cash-On-Mobile’ TVC shows Neetu Singh in a store, to buy a surprise gift for her son. She seems to have a haughty attitude as she cuts the staff short, saying that she doesn’t need any help because she knows everything. When she finally likes something, and reaches the cashier, she realises that she has forgotten her cards and cash. In a state of panic, she calls up her son, and explains the situation. Her son then asks her to relax, as he sends her the money through IndusInd’s ‘Cash On Mobile’ ATM service, where one can withdraw money from an ATM machine without a card. The TVC ends with the voiceover highlighting IndusInd Bank’s innovation
Sumant Kathpalia, head- consumer banking, IndusInd Bank said, “Through this ad campaign we are taking our ‘responsive innovation’ theme to customers and reinforcing our commitment to give best-of- class services in the industry. The ‘Cash-on-Mobile’ and ‘Direct Connect’ Service are unique propositions and we are the first bank in India to offer these to our customers. These new services are focused on un-met client needs and are an outcome of extensive customer research.”
Mohit Ganju, head – marketing and communication, IndusInd Bank said, “This ad campaign has been built on strong consumer insights and we have used interesting situations to deliver the different service messages. The choice of casting (Neetu Kapoor, Jimmy Shergill) and subtle humour will definitely help us break the clutter and create some disruptive communication. This is the second time we are working with Imtiaz Ali and he has done full justice to the endeavour. IndusInd Bank as a brand will get more recall & mileage from this ad campaign.”
The bank has taken a 360 degree integrated marketing approach to propagate the service messages which include TV, out-of-home, radio, digital and cinema.
Creative agency: RK Swamy BBDO
Creative Director: PS Mann
Brand Design Director: Ankur Suman
Brand Design Manager: Rashmi Ambastha
Production house: Pi Productions
Media agency: Media Direction
Director: Imtiaz Ali