SBI has rolled out a new campaign that communicates the bank's reduced interest rates for home loans for women. The film has been conceptualised by RK Swamy BBDO.
A man is busy wrapping a gift for his wife’s birthday. He tells his young son that he intends to give it to her at the stroke of midnight. The kid first asks what it is, before saying he knows what’s inside. She unwraps the gift to find a set of house keys. She’s delighted to be told it’s for their new house. Their son steps in with a drawing he’s made of their family in their own home. When she asks him how he knew what she had wanted, the kid says, 'You kept saying, ‘Our house, our house’.' The film ends with the voice over explaining that SBI Home Loans has also read what’s on her mind, and has hence come out with lower interest rates, specifically for women.
Mukesh Anand, creative director, RK Swamy BBDO, said, “This idea is based on the insight that people, especially women, yearn to live in their own home once they get married and have children as they want to put down roots and experience a feeling of belonging and permanence. This simple, straight-from-the-heart film strives to address the same yearning by offering affordable, friendly home loan solutions from SBI, empowering every woman to say ‘Hamara Ghar’.”
Client: State Bank of India
Creative agency: RK Swamy BBDO
President (West) and ECD: Sangeetha N
COO, Mumbai: Shailen Sohoni
Creative director: Mukesh Anand
Copywriters: Mukesh Anand, Vikrant Dange
Art directors: Tapas Pal, Sagar Shriyan
Illustrator: Chandrakant Dhuri
Agency film department: Manoj Nair, Laxman Singh
Client servicing team: Atul Dube, Lennon Andrades
Production house :Anonymous films
Director (film): Muni Agarwal