State Bank of India (SBI) has recently introduced their mobile banking solutions and R K Swamy BBDO has come up with dwarf-like characters as part of the advertising campaign to promote the services.
Commenting on the campaign, Shailen Sohoni, chief operating officer, R K SWAMY BBDO Mumbai said, “The film is based on the insight that bills payments or money transfers in the hustle and bustle of day to day living is a constant nag until the job is done. State Bank of India has a fantastic mobile banking product that makes this job very easy. The challenge was really how to bring these worries to life in a memorable and interesting way. Using animated miniature characters make the point brilliantly! The fact that they are so cute lifts the film to another level.”
The TVC shows dwarf–like characters personifying an aggressive bill collector, a demanding daughter for mobile top-ups and a helpless mother dependent on money transfers. As their nagging reaches a crescendo, during the protagonist’s morning cuppa, he reaches out to State Bank of India’s Freedom Banking Solutions. This puts an end to the worries by using the mobile service to make payments, transfer money and even recharge talk-time for mobile phones.
Client: State Bank of India
Creative agency: R K Swamy BBDO
Executive creative director: Sangeetha N
Creative directors: Chacko Verghese/Sunil Deorukar
Client servicing team: Hemal Vadera, Lennon Andrades, Kinni Jhaveri
Director: Raj Tambakhu
Production house: Lemon Yellow Sun Films