Bandhan Bank underscores social good behind the commerce
Conceptualised by Ogilvy India, the campaign highlights the revolutionary idea behind Bandhan Bank (Aapka Bhala) and how the bank helps millions who seek a better life (Sabki Bhalai)
BestMediaInfo Bureau | Mumbai | September 23, 2015
Bandhan Bank is the first instance in India of a microfinance entity transforming into a universal bank. As a microfinance entity, Bandhan has been a success among those who do not have access to formal banking services, particularly the rural population of the country. The bank now has plans to service the affluent, fast rising and existing banking population.
Customers have very little or no motivation to open a third or even a second bank account. Typically, customers open a bank account when they get a salary account or when they get a loan from another bank. Their relationship with banks is transactional in nature.
Bandhan, on the other hand, wants to generate a sense of happiness and pride in customers when they open a bank account.
Launched with a simple expression, 'Aapka Bhala, Sabki Bhalai', the statement stands for the revolutionary idea behind Bandhan Bank (Aapka Bhala) and how the bank helps millions who seek a better life (Sabki Bhalai).
With a mix of thematic and product commercials, Bandhan assures customers that it is at par with other banks in terms of products and services, but when you bank with Bandhan, you also make a difference in the society.
Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather, commented, “I am very proud to be associated with the launch of Bandhan Bank. The baseline (Aapka Bhala, Sabki Bhalai) itself explains the spirit of this bank, which is committed to provide full banking facility and to cater to the needs of the needy.”
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather, added here, “We wanted to communicate that looking after your own needs can also be beneficial to those who need help. The integrated campaign highlights this thought process in every piece of work. We hope this campaign inspires people to open a full banking facility account with Bandhan and in the process help millions of people better their lives.”
The TVCs:
Credits:
Client: Bandhan Bank
Creative agency: Ogilvy & Mather
Piyush Pandey, Executive Chairman & Creative Director, South Asia
Creative Team:
Executive Creative Director: Sukesh Kumar Nayak
Creative Director – Copy: Bahvna Kher
Creative Director – Art: Manasi Kadne
Senior Copy Writer: Sneha Shishoo
Copy Writer: Ankit Pathak
Art Director: Noothan PR, Sowmya Balakrishnan
Account Management:
Vice-President: VR Rajesh
Client Servicing Director: Mudassar Hossain
Account Director: Kaushik Das
Account Supervisor: Swati Khanduri
Assistant AE: Sayali Gaikwad
Production House: Hungry Films
Director: Vijay Sawant
Producer: Dharam Valia