The ‘My Account, My Number’ TVC has been conceptualised by RK Swamy BBDO, New Delhi. The TVC is supported by OOH, Radio, Digital and Cinema
BestMediaInfo Bureau | Delhi | June 17, 2013
IndusInd Bank has launched a new advertising campaign to communicate its latest innovative proposition – ‘My Account, My Number’. This new service empowers the customer to choose the bank account number of his or her choice when opening an account with the bank.
The campaign aims at establishing the brand and its superior customer-centric services in a fresh, funny and lively manner. RK Swamy BBDO, New Delhi, is the creative agency for the campaign. The campaign has been conceptualised and scripted by Ankur Suman, Senior Brand Design Director, RK Swamy BBDO. The ad has been directed by Gajraj Rao of Code Red films and features Bollywood actor Sharman Joshi.
In line with its theme of ‘Responsive Innovation’, the campaign highlights the convenience and flexibility in allowing customers to choose a bank account number of their own choice. Customers can choose up to 10 of 12 digits in the IndusInd Bank account number basis their preference for lucky numbers, favourite numbers, phone numbers, birthdates, years or just something simple to remember.
Sumant Kathpalia, Head - Consumer Banking, IndusInd Bank, said, “My Account, My Number is an extension on IndusInd bank’s theme of ‘Responsive Innovation’ and a further reinforcement of our commitment to offer best-of-class services in the industry. This service is an outcome of extensive consumer research and a clear need-gap that was identified over period of time. We feel that there is a growing market for this innovative proposition considering the fascination towards special /favourite numbers.”
Kathpalia added, “In the recent past we have launched a series of market first services, viz., ‘Choice Money ATM’, ‘Cash-on-Mobile’, ‘Direct Connect’, ‘Check on Cheque’ and ‘Quick Redeem’ services which have set a new benchmark in the Indian banking industry.”
Mohit Ganju, Head – Marketing & Communication, IndusInd Bank, explained, “IndusInd Bank has been credited with setting new standards in the Indian banking industry. The latest ad campaign incorporates strong consumer insights and the director, Gajraj Rao, of Code Red Films has used interesting situations to deliver the unique service message. The choice of casting Sharman Joshi and the subtle humour in the advertisement will definitely help us break the clutter and create some impactful communication. Through this ad campaign, we intend to create a strong brand recall and associate customer convenience with IndusInd Bank.”
The bank has taken a 360-degree integrated marketing approach to propagate the service message. TV, Out-of-Home, Radio, Digital and Cinema have been considered as an integral part of this multimedia ad campaign. The advertisement will be on air for a duration of eight weeks. The estimated media spend for the campaign is around Rs 15 crore.
Ankur Suman, Senior Brand Design Director, RK Swamy BBDO, said, “Over the past few years, IndusInd Bank has built its campaigns on interesting, new offerings and taking humour as a platform, with consumer insights embedded in them. So, this one too had to match those benchmarks. We came across this insight of ‘I-want-my-lucky-number-everywhere'. There are people who do walk that extra mile to get their lucky numbers. We decided to tell the story through one such character. To make the TVC more humorous and memorable, we took this man's love for his lucky number to rather bizarre levels. And thus, we created an entertaining and humorous script.”
The social media agencies for this campaign are Webchutney and Dynamis Partners.