Span wins SBI debit card account; spend Rs 25 cr
The agency has just rolled out a national campaign with a new mascot, 'Card Man', for the debit cards
Pallavi Goorha Kashyup | Mumbai | October 20, 2011
Span Communications has won the State Bank of India Debit Card account. The pitch was called in August, and after several rounds of presentations, Span won the business earlier this month. According to industry sources, the business is pegged at Rs 25 crore.
SBI aims to popularise the use of debit cards at POS and e-commerce portals through a national media campaign which was rolled out this week. The campaign is aimed at encouraging customers to use debit cards more often and beyond ATMs.
The multi-media campaign carries the message 'State Bank Debit Card. Card ek, Khushiyan anek' and the film is titled 'The ATM'. The film introduces an animated character called the 'Card Man' to deliver the message lightheartedly. The plan is to populate the idea of this multi-faceted, 'all-rounder' debit card amongst shoppers, movie-goers and restaurant visitors so that they overcome their inertia of using their card.
The TVC highlights various uses of debit cards such as shopping and online usage. All advertising for the SBI debit card, including TV, digital, outdoor and BTL, is being done with the 'Card Man', who is the new mascot for State Bank Debit Cards.
Rohit Khetrapal, Span Communications, said, “We wanted the campaign to have a friendly touch while delivering the proposition directly. We want people to warm up to the 'Card Man' and treat him like a family member, just like the family we have established in the campaign. It is a great initiative by State Bank which, as a leader, has taken a stance that will benefit the banking industry as a whole. The campaign is live across all leading media and the response is really great.”