‘Chilli Paneer 2’, a film made by SapientNitro, allows viewers to create their own stories by making choices during the course of the film, by mixing creativity and technology
BestMediaInfo Bureau | Mumbai | December 22, 2014
DBS Bank India, a part of Asia’s foremost financial services group, has launched ‘Chilli Paneer 2’, an interactive digital ad film in India made by SapientNitro. As the video unfolds, viewers can create their own stories by making choices during the course of the film, by combining flavours of creativity with dashes of technology. This is an unconventional marketing campaign from DBS Bank whose first course, ‘Chilli Paneer 1’, witnessed over 1,200,000 views, across platforms.
“At SapientNitro, we believe that a story lived is better than a story told. Today, consumers need a new kind of engagement and we are delighted to have helped DBS Bank create an innovative, experience-led campaign. In ‘Chilli Paneer 2’, creativity and technology have been combined to redefine storytelling where the consumer is the real hero,” said KV Sridhar, Chief Creative Officer, SapientNitro.
Sheran Mehra, Head – Group Strategic Marketing & Communications at DBS Bank India, commented, “The primary objective is to build brand awareness. The approach was to engage with people through unique storytelling formats. ‘Food’ continues to drive conversations in DBS’ ‘Chilli Paneer 2’. With the added layer of interactivity built in, the attempt is to let the consumer control and co-create the story of Ken and Asha, with the bank playing a key role in each of the eight possibilities.”
If ‘Chilli Paneer 1’ was about the Indian banking industry’s first love story, ‘Chilly Paneer 2’ is India’s first-of-its-kind interactive ad film, in the Banking, Financial Services and Institution (BFSI) space. In the new film, viewers will get to play Ken and decide the story, based on the choices they make. In a nutshell, it is one story with eight possible conclusions - all in the hands of the viewers. Every decision made by the viewer indicates an attribute, which has been mapped to a personality type, which then integrates with the viewer’s social handles. In a bid to connect with India’s growing digital populace, ‘Chilli Paneer 2’ has chosen to be the first to tread into the territory of outside-inward experiential advertising.
DBS Bank Chilli Panner 2 Film: