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SBI Cap Securities plays the simplicity card

Conceptualised by Rediffusion Y&R, a series of six ads breaks down the jargon associated with the category and simplifies the features of the product in a distinctive style

BestMediaInfo Bureau | Mumbai | January 19, 2016

[caption id="attachment_64209" align="alignnone" width="480"]SBI-Cap Click on the image to watch the TVC.[/caption]

Rediffusion Y&R, which recently won the SBI Cap Securities account following a multi-agency pitch, has created a campaign series that breaks down the jargon associated with the category and simplifies the features of the product in a distinctive style. The series of six ads features a kid brother and his sister in everyday situations. The essence creates a high recall value and brand identity, while focusing on the benefits the brand has to offer.

[caption id="attachment_64213" align="alignleft" width="150"]Sreejith Kodoth Sreejith Kodoth[/caption]

Commenting on the campaign, Sreejith Kodoth, Creative Head (Art), Rediffusion Y&R, said, “Breaking the campaign in six separate ads was the perfect strategy. It gave us the scope to simplify the benefits and also made for a much more expressive communication program. We avoided jargon and heavy financial words – the kids, in their own way, brought the idea alive in a charming fashion.”

[caption id="attachment_64212" align="alignleft" width="150"]Mani Palvesan Mani Palvesan[/caption]

Mani Palvesan, Managing Director, SBI Cap Securities, commented, “We threw a challenge at the agencies to communicate multiple benefits in one campaign. Rediffusion Y&R managed to come back with a solution that not only brought all the benefits alive; but also managed to de-jargonise the category for the common man. What we liked about the creative strategy was that it was clutter-breaking and connected instantly. It was simple, clear and bang on our requirement. The central characters of the film, the kids, showcase great bond and unspoken understanding that we as a brand believe is important between us and the customers.”

[caption id="attachment_56848" align="alignleft" width="150"]Rahul Jauhari Rahul Jauhari[/caption]

Rahul Jauhari, Chief Creative Officer, Rediffusion Y&R, said, “I'm quite happy with the way this campaign has turned out. The casting has paid off and going by reactions, the campaign is resonating well with people.”

The TVCs:

Study:

[youtube] https://www.youtube.com/watch?v=u1y9YakBZ2I [/youtube]

Chocolate: 

[youtube]https://www.youtube.com/watch?v=Pc-YqdLSA4M [/youtube]

Dumb Charades: 

[youtube]https://www.youtube.com/watch?v=en-gr4t-SNI [/youtube]

Hide and seek:

[youtube]https://www.youtube.com/watch?v=SJDTGo-M8Nw [/youtube]

Shadow: 

[youtube]https://www.youtube.com/watch?v=qEWbKKGh2aM [/youtube]

Clothes: 

[youtube]https://www.youtube.com/watch?v=72rLg9xbanA [/youtube]

Credits: Client: SBI Cap Securities Agency: Rediffusion Y&R President: Dhunji S Wadia CCO: Rahul Jauhari Creative Head & Script: Sreejith Kodoth Head of Operations, Mumbai: Uttio Majumdar Business Head: Sameer Joshi Brand Partner: Priyaratna Suryawanshi Production House: Thread Films Directors: Kamalesh Soni, Sreejith Kodoth Executive Producer: Shraddha Singhvi DOP: Vishal Sinha Production Designer: Shruti Rastogi Associate Director: Kshiteej Dua Post production house: Pixion Colourist: Miten Udeshi Offline editor: Deepika Kalra Online editors: Suraj, Kamesh Music Director:  Nitin Dubey Sound Engineer: Arun Crasto Info@BestMediaInfo.com

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