Shriram City celebrates the spirit of enterprise

Conceptualised by RK Swamy BBDO, the campaign creates awareness about the brand and the cause of entrepreneurship it supports

Sohini Sen | Mumbai | October 24, 2013

Click on the image to watch the TVC.

Shriram City Union Finance has launched its newest campaign showcasing the entrepreneurial spirit in the country. Conceptualised by RK Swamy BBDO, Chennai, the campaign is a way of encouraging more entrepreneurs to come forward.

"We wanted to make a corporate commercial to show what the brand stands for, the cause it supports, etc. In that sense, they didn't want to get more customers but they wanted to create or increase awareness about them. We wanted to build the image and equity for Shriram City through this campaign," said Navneet Virk, Creative Director, RK Swamy BBDO.

The minute-long TVC starts with showing different people working towards their own small or medium businesses. While the scenes keep changing to  show the preparations taken, the planning and finally the start of a business, the voiceover talks about how they have struggled and fought to make their dreams come true. It speaks about how some people have had no bosses except for their passion which decides the path for them. How these people have never searched and found a job because in a job they wouldn't be able to find themselves. It ends with the promise that Shriram City has been standing by these entrepreneurs as they in their own small or big way contribute to the growth of the economy.

Shriram City is known to stand for the mettle, daring, gutsiness, the chutzpah of the entrepreneurial spirit. Thus, Shriram City celebrates the people who have this gene – entrepreneurs big and small, ordinary and legendary, past and present, 'Celebrating the Spirit of Enterprise'. The campaign has managed to show the people in the TVC as very normal so that anyone can aspire to be like them.

"The campaign has had a strong resonance with our target audience," said GS Sundararajan, Managing Director, Shriram City.

"Shriram City has been encouraging and supporting small and medium businesses for a long time, especially for family and individual businesses where banks would not give them a loan. This way they would encourage the common man to come out and do something. We made a campaign on that line which also showed how Shriram City supports the spirit of enterprise. And how these small and big entrepreneurs are contributing to the growth," added Virk.

The campaign has found an extension in print – newspaper and magazine format – as well as outdoor and airport signages.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:
Client: Shriram City Union Finance

Creative Agency: RK Swamy BBDO, Chennai
Agency Head: VV Vijay Gopal
Creative Director: Navneet Virk
Art Director: Rajendra Munje, Puja S
Client Servicing: Sunil Ranjan Pathak, Monica Maria
Director: Rajesh Saathi
Production House: Keroscene Films

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com