Induslnd Bank goes 'high street' with video branch offering
Conceptualised by RK Swamy BBDO, the two TVCs use humour and slice-of-life situations to show that banking transactions can be done via a video call without visiting the branch
Induslnd Bank goes 'high street' with video branch offering
Conceptualised by RK Swamy BBDO, the two TVCs use humour and slice-of-life situations to show that banking transactions can be done via a video call without visiting the branch
BestMediaInfo Bureau | Delhi | October 31, 2014
Click on the image to watch the TVC.
Induslnd Bank has launched an advertising campaign comprising two TVCs, designed to communicate the bank's latest offering of 'Video Branch'. The objective is to position the bank as a 'high street' brand. The bank has signed on actor Farhan Akhtar as its brand ambassador.
The bank will be adopting a 360-degree, integrated marketing approach comprising television out-of-home, radio, digital and cinema mediums. The two TVCs have been conceptualised by RK Swamy BBDO, and directed by noted ad filmmaker Gajraj Rao.
The first TVC, set in a restaurant, shows a lady talking on the phone, irritated with the bad phone banking system. Akhtar, who is seated at a table nearby, goes up to her with a glass of water to impress her. He shows her the face-to-face banking system of Induslnd Bank on his phone. She dismisses it as being pre-recorded and asks him if it's possible to talk to the branch manager directly too, since it is live. When Akhtar makes a video call to the manager, she gets impressed and excitedly calls out to her boyfriend to show him the video banking system. The TVC ends with Akhtar saying, “India mein pehli bar, Induslnd Bank, Video Branch. Kijiye banking face-to-face, from any place.”
The second TVC is set in an apparel store where Akhtar meets his NRI friend Rohan and his wife. They indulge in a little talk and Akhtar suggests that they meet next day. To this, the wife nudges her husband and reminds him that they have to visit the bank to open FD accounts and also meet the bank manager to get new lockers. Akhtar is surprised that despite being NRIs they do banking the old way. He pulls out his phone to demonstrate the face-to-face banking system, by calling his bank manager and asks him to get him a locker.
Sumant Kathpalia, Head - Consumer Banking, IndusInd Bank, said, “'Video Branch' is yet another extension of IndusInd Bank's theme of 'responsive innovation', and a further reinforcement of our commitment to offer best-of-class services and convenience to our customers. This service is an outcome of extensive consumer research and a clear need-gap that was identified over a period of time. Digitisation is the future of banking and we are hopeful that the new service will be immensely useful to our customers.”
Ankur Suman, Senior Brand Design Director, RK Swamy BBDO, said, “Maintaining consistency in the tone and style of its communication, Induslnd Bank has always talked about its new, innovative offerings with a generous garnishing of humour over slice-of-life situations. The new campaign, too, has its funny moments made even more endearing by Farhan Akhtar. While developing scripts that demonstrated this new service with utmost clarity without compromising the entertainment quotient, we were certain that the key traits of Akhtar's immensely loveable persona should not get diluted. The result is a set of two light-hearted, entertaining, yet informative TVCs about this first-of-its-kind service, 'Video Branch'.”
Mohit Ganju, Head, Marketing & Communications, IndusInd Bank, said, “The latest advertisement campaign incorporates strong consumer insights, and we have used interesting and humorous situations to deliver the service message. Our association with Akhtar as a brand endorser is set to strengthen the bank's communication towards its core philosophy of responsive innovation, reinforcing the bank's brand statement 'you desire, we deliver'. Akhtar personifies sincerity, new-age thinking and dynamism, and is a great fit to the brand. We look forward to synergising with him in the bank's journey to establish itself as a high street brand.”
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