Paisabazaar has rolled out a short film conceptualised by Enormous Brands.
The film is set at a wedding party. A man looks to raise a toast for the groom, but the latter keeps asking him to postpone it. He doesn't do so, and continues to clink the glass to catch his attention. It's then revealed that the man who is raising the toast is mute.
The speech is delivered in sign language, and the groom puts the words for the guests. He goes on to add that it was the groom that introduced him to his passion for photography and then introduced him to Paisabazaar to secure a loan for a studio. The mute man goes on to thank the groom for always being there for him.
Naveen Kukreja, CEO and co-founder, Paisabazaar.com, said, “As a market leader, we invest deeply on building the brand. However, most of our earlier brand initiatives work in a functional space where the intent was to increase consumer awareness. With this film, we wanted to go deep to try and connect with consumers and increase the brand affinity. The initial feedback has been overwhelming and is encouraging, for us to do more such work in the future.”
Sai Narayan, associate director and head of marketing, Paisabazaar.com and Policybazaar.com, added, “Though Paisabazaar.com is the market leader for lending products, it does not just stand for money and loans. Our new brand positioning focusses Paisabazaar.com as India’s financial companion that is always there for your financial needs and would always provide the right financial advice. Paisabazaar.com is paison se badhkar.”
The film was published on YouTube on 7 February.
Creative agency: Enormous
Creative team: Ashish Khajanchi, PallavMedhi, Harsh Maheshwari Account Management: Shivi, Samrat Motilal
Production house: K Silent Productions with A Glass of Whisky
Production director: Anand Karir
Cinematographer: Nagaraj Rathinam
Executive producers: Riazat Khan and KC Pandey
Associate producers: George Thomas and Dravit Kaur