IndusInd Bank campaign plays on responsive innovation
The three new campaigns, created by RK Swamy BBDO, feature Neetu Singh and Jimmy Shergil and follow 360-degree media approach
Ananya Saha | Delhi | February 29, 2012
IndusInd Bank has unveiled its new advertising campaign, a series of three TVCs, to communicate a set of innovative services – Cash-On-Mobile, Direct Connect and Quick Redeem Service. The ads are directed by Bollywood director Imtiaz Aliand and feature actors Neetu Kapoor and Jimmy Shergill.
With this campaign, created by RK Swamy BBDO, the bank plans to reinforce its focus on innovative banking based on the philosophy of 'responsive innovation'. The bank had launched three innovative services last year, namely, Choice Money ATM, Check-on-Cheque and 365 Days Banking.
The campaign has been conceptualised by PS Mann, Creative Director, RK Swamy BBDO. He said, “The TVCs were shot in Mumbai. The idea was to highlight the innovative services being offered by the bank.”
IndusInd has taken a 360-degree integrated marketing approach to propagate the service messages with TV, out-of-home, radio, digital and cinema forming an integral part of this multimedia campaign. The campaign will be on air for a duration of eight weeks. The estimated media spend is around Rs 15-20 crore.
The three new service propositions launched during the ongoing campaign include Cash-On-Mobile, wherein the beneficiary can withdraw the funds from IndusInd Bank ATMs without using his/her debit or ATM card; Direct Connect; and Quick Redeem Service.
The ad campaign aims at establishing the brand and its superior customer-centric services in a fresh and lively manner.
Sumant Kathpalia, Head - Consumer Banking, IndusInd Bank,said, “Through this ad campaign we are taking our 'responsive innovation' theme to customers and reinforcing our commitment to give best-of-class services in the industry. The Cash-on-Mobile and Direct Connect Service are unique propositions and we are the first bank in India to offer these to our customers. These services are focused on unmet client needs and are an outcome of extensive customer research.”
Mohit Ganju, Head - Marketing & Communication, IndusInd Bank, said, “This ad campaign has been built on strong consumer insights and we have used interesting situations to deliver the different service messages. The choice of casting – Neetu Kapoor and Jimmy Shergill – and subtle humour helped us break the clutter and create some disruptive communication. This is the second time we are working with Imtiaz Ali and he has done full justice to the endeavour. IndusInd Bank as a brand will get more recall and mileage from this ad campaign.”
Currently, on-air as 30-45 second TVCs, the campaign is also on-air as an edited version. The ads were shot in Mumbai.
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