SBI Card wants gifting to become more emotional and less transactional

Watch the film conceptualised by Leo Burnett here

Oct 28, 2020 06:17:00 AM | Video | Campaign India Team

SBI Card has launched a brand campaign titled '#ApnepanWaaliDiwali' through which it looks to spread the message of thoughtful gifting being a great source to show love and care.
The film conceptualised by Leo Burnett shows a couple preparing their house for Diwali celebrations. A driver hands over the car keys to the man as he looks to leave for the day. The man in a harsh tone points out to the driver that he has been arriving late to work. The driver apologises and promises to be on time in the future. The wife joins in the conversation and questions him on how he would be on time and still ensure that his daughter continues attending her online classes on his smartphone. As the driver looks on in confusion, the couple smile and hand over a new smartphone wishing the driver a Happy Diwali. 
Ashwini Kumar Tewari, MD and CEO, SBI Card, said, “SBI Card, during past few months, has rolled out campaigns aimed at inspiring communities to stay positive and connected. #ApnepanWaaliDiwali campaign has been initiated to inspire people to celebrate the true joy of this festive season by connecting emotionally and touching lives of those around. SBI Card has curated a vast spread of festive offers so that our customers can bring delight to those around with handpicked Diwali gifts. Through this new festive brand campaign, we encourage everyone to live and embody the spirit of Diwali and spread joy to those around, by gifting some love and care along with their gifts.”
Anupriya Acharya, chief executive officer, South Asia, Publicis Groupe, said, “Gifting is an important ritual during the festive period. Earlier people would put a lot of thought and effort to select the right gifts for their loved ones. However, in a world where relationships are becoming more transactional, gifting has become obligatory. Through this campaign we wanted to evoke a sense of appreciation for people around us, to reinvigorate the joy of finding the right gift and cherish every relationship.”