IndusInd Bank offers a solution to India’s ‘lucky number’ obsession

Watch the ad film created by RK Swamy BBDO

Jun 11, 2013 02:58:00 PM | Video | Campaign India Team Share - Share to Facebook

IndusInd Bank has unveiled an advertising campaign to communicate its latest proposition - ‘My Account, My Number’. The TVC created by RK Swamy BBDO features Bollywood actor Sharman Joshi. The film went on air on 7 June and will run for eight weeks.

The service enables the customer to choose an account number of his choice for the account he opens with the Bank.

In the film, Joshi plays a family man obsessed with the number ‘30’, which he considers lucky. He struggles into jeans sized 30, though they are a little too tight for him. When his wife complains about their son’s low grades (30/100), he is delighted. While watching a match, he wears a team jersey with the number 30, while the air conditioning is at 30 degrees – much to the chagrin of his friends. While opening an account, he tells the lady at the bank that it would be great if he could get a ‘lucky’ account number. She goes on to inform him about IndusInd Bank’s service – ‘My Account, My Number’. The film ends with Joshi stepping out of the bank and asking, “What is your lucky number?”

On the service, Sumant Kathpalia, head, consumer banking, IndusInd Bank, said, “‘My Account, My Number’ is an extension on IndusInd bank’s theme of ‘Responsive Innovation’ and a further reinforcement of our commitment to offer best-of-class services in the industry. This service is an outcome of extensive consumer research and a clear need-gap that was identified over period of time. We feel that there is a growing market for this innovative proposition considering the fascination towards special /favourite numbers.”

Mohit Ganju, head, marketing and communication, IndusInd Bank, added, “Through this advertisement campaign, we intend to create a strong brand recall and associate customer convenience with IndusInd Bank.”

On the evolution of the brief, Ankur Suman, brand design director, RK Swamy BBDO, explained, “We came across this insight of ‘I-want-my-lucky-number-everywhere'. There are people who do walk that extra mile to get their lucky numbers. Often we come across news of someone paying a ridiculously hefty premium to get the vehicle number of one's choice. So we decided to tell the story through one such character.”

On the use of humour in the campaign, he said, “Humour is a distinct flavour in IndusInd Bank campaigns, so we started fishing for ideas, in the ‘fun and humour' waters. The guiding rule was that humour should not dilute clarity and singularity of the offering. It should not be pungent. It should make the script endearing.”

The marketing campaign will straddle TV, OOH, radio and digital media.  

The estimated media spend for the campaign is around Rs 15 crores, according to the Bank.


Client: IndusInd Bank

Creative agency: RK Swamy BBDO

Creative team (copy): Ankur Suman, Pankaj Bora

Creative team (art): Ajmer Pratap Singh

Account management:  Sunil Kukreti, Abhoy Kumar, Kshipra Shastri, Amita Khanwal

Production house: Code Red Films

Producer: Subrat Ray

Director Gajraj Rao

Media agency: RK Swamy Media Group









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