Bandhan Bank has launched a campaign titled ‘Jahaan Bandhan, Wahaan Trust’ (where there’s Bandhan, there’s trust) featuring its brand ambassador Sourav Ganguly. Conceptualised by Leo Burnett Orchard, the film talks about the trust that the brand has been able to earn in a span of seven years, through its different avatars.
The film begins with Ganguly reminiscing his early days on the cricket field. He talks about the times his runs were few and stadiums empty. However, he goes on to narrate that as he worked harder, started scoring runs, and established himself as a dependable member of the team, he gained the trust of many people. Ganguly then draws parallels between him and the brand, which started off as a small NGO and gradually expanded to gain recognition by its stakeholders.
Apurva Sircar, head - marketing, Bandhan Bank, said, “Bandhan Bank, in the last seven years, has established its presence in 34 states and union territories, has more than 2.77 crore customers and its book size is nearly Rs.2 lakh crore. This has been possible due to the trust of stakeholders that the Bank has been able to secure. Dada’s (Ganguly’s) life has been witnessed by one and all. While both Dada and Bandhan have origins in West Bengal, both have not let that define them and have established themselves as trusted names across the country and the world, thereby winning the trust of millions. Our campaign draws inspiration from this similar journey of both brands.”
Pravin Sutar, head of creative - Leo Burnett Orchard, said, “There are very few purpose-driven brands across the world and to get to work on them is a privilege. Bandhan Bank’s journey has been exemplary and it needed stand-out storytelling. With Sourav Ganguly, we got the opportunity to create a campaign that seamlessly connects the story of Bandhan Bank and Dada, promising to strike a chord with everyone. We are confident that this piece of work will be memorable and will drive impact for Bandhan Bank.”
The campaign is live across TV, print, OOH, cinema and digital.