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R K SWAMY BBDO’s multi-media campaign sells out Shriram NCDs

Supported by a TVC, the 360 degree campaign created a surge of demand for the NCDs; watch the TVC here.

Neha Saraiya | Delhi | July 21, 2011

R K SWAMY BBDO, the long standing Agency partner for Shriram Transport Finance Company (STFC) has created and delivered an impactful campaign for the company’s non-convertible debentures. Appearing on Television, Print, Outdoor and Online, the campaign created a surge of demand for the NCDs that were fully subscribed within hours of the issue opening.

The complex effort once again show cases R K SWAMY BBDO’s ability as one of the foremost agencies in the country when it comes to corporate brand building and in helping companies to communicate with an Indian heart.

S Narasimhan, Sr. Partner, R K SWAMY BBDO, said “To create communication that appeals to the investor to place funds in a company that is lending to the small truck owner is quite a challenge. Shriram had to come through with a human face, and as a leader in the commercial vehicle finance category across the country. The shoot took us all over the countryside through torrential downpours and sandstorms, just to capture the essence of India.”

The 60 sec TVC set to the tune of the immortal classic “Jeena isi ka naam hai” from the film Anari highlight different facets of the trucker’s life and the role STFC plays in it. The film was conceived by Sangeetha N, Executive Creative Director and Gautam Pandit, Senior Partner at R K SWAMY BBDO, and Directed by Santosh Sivan and Produced by Venus Films. The print ads highlight how STFC has been partnering the small truck owner and empowering him to move ahead in life.


R K SWAMY BBDO is part of R K SWAMY HANSA, a leading Marketing Communications and Services Group, serving over 150 companies in India and the USA. With 1200+ professionals, the Group offers Creative and Media services, Market Research, Direct/CRM & Advanced Analytics, Events and Activation, Healthcare Communication, PR, Social & Rural Communication and more.


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