The campaign comprises four TVCs created by O&M, each showing a different set of kids sharing their friendship stories. These are innocent and honest moments from a child’s world that carry forward the message of ‘A bank like a friend’
Sohini Sen | Mumbai | October 31, 2013
IDBI Bank has launched its newest campaign revolving around the theme of friendship. The campaign, created by Ogilvy & Mather, features kids and shows the innocence and trust that is a signature of friendships of that age.
Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather, said, "Our initial thrust for IDBI Bank a few years ago had been to tell the world that just because we are a big nation-building bank, does not mean that we are not approachable to address your smallest need. And now when we look at the next step in the evolution of the communication, what better than the universal emotion of childhood friendships to symbolise the role that IDBI Bank plays in its customers' and partners' lives."
IDBI had earlier launched an ad campaign featuring an elephant calf and a boy as becoming friends. The popular campaign titled 'Everyone's invited' marked their shift in focus from financing industrial giants to smaller units. The new campaign is another move to fortify their stand in the retail sector.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said about the concept, "When we started work on the new campaign of IDBI Bank, we were very clear that we are changing the campaign and not the values that the bank stands for. The idea we came up with does exactly this. In an innocent and charming way, we are telling people ‘What if a bank would do what a friend would do’. When you say something like this, you really don’t need to say much more."
A set of four TVCs have been made with two kids narrating their own friendship stories in each of them. The first TVC titled 'Tie' has a little girl sitting with her classmate in the school playground. She tells us the story of how when she had a cold and had forgotten her handkerchief; her friend had let her use his tie to wipe her nose. That's why he is her best friend.
The second TVC is called 'Torn pant' and shows a boy talking about how a day before, he tore his school pants. His friend kept on walking behind him and dropped him home to save him from getting embarrassed.
The TVC called 'Ganna' gets its name from a young girl who loves to eat sugarcane. However, her tooth has just fallen and therefore she cannot peel the sugarcane with her teeth. Her friend now peels it for her and gets it ready to eat.
The final TVC shows a plump child complaining about how he is teased about being fat by everyone at home, at school, on the playground. Only his best friend never teases him and instead shares her tiffin with him.
All four TVCs end with the voiceover asking: “Aisi dosti agar ek bank mein paye toh? IDBI Bank - Bank aisa, dost jaisa” (What if you found the same friendship in a bank? IDBI Bank. A bank like a friend).
"We have four films. In each one there are two kids and one kid is telling us why the other one is his or her friend. The soul of the films lies in what those kids say and their disarming reasons for considering someone a friend. Huge, huge credit goes to Vivek Kakkad who directed these films for us. His patience and resilience with the kids was just wow," said Kainaz Karmakar, Group Creative Director, Ogilvy & Mather.
Harshad Rajadhyaksha, Group Creative Director, Ogilvy & Mather, added, "Crafting dialogues for each one of them was an exercise. We wanted moments from a child’s world because anything else would have been unfair to the campaign and fake. In one film a kid says, 'One day my pant tore in school and my friend walked behind me all day to cover me.' It had to be as honest and as silly as that."
Creative Agency: Ogilvy & Mather
Executive Chairman and Creative Director, South Asia: PiyushPandey
Vice-Chairman and Country Head - Discovery & Planning: Madhukar Sabnavis
National Creative Director: Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
President - Geography Head, Mumbai & Kolkata: Navin Talreja
Business Head: B Ramanathan
Client Servicing Director: Makarand Nadkarni
Account Supervisor: Kunal Dangarwala
Production House: Curious
Director: Vivek Kakkad
Associate Director: Aarati Kakkad
Producer: Shahazad Bhagwagar