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'Saina and Dadi' ads to be Edelweiss Group's new brand property

The new Edelweiss commercial extends the brand's agenda of 'we understand your needs'. More of 'Sania and Dadi' ads will follow in a series format

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'Saina and Dadi' ads to be Edelweiss Group's new brand property

'Saina and Dadi' ads to be Edelweiss Group's new brand property

The new Edelweiss commercial extends the brand's agenda of 'we understand your needs'. More of 'Sania and Dadi' ads will follow in a series format

BestMediaInfo Bureau | Mumbai | June 10, 2016

Saina-and-Dadi Click on the image to watch the TVC.

The new commercial 'Saina and Dadi' of financial solutions company Edelweiss is conceptualised by Scarecrow and produced by Infinity films. The TVC was launched on May 27, 2016, across television networks. Saina exceptionally acts as the protagonist in the ad playing the role of a normal human being and not as a badminton champion.

Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, said, “Saina and Dadi will become a very good property for the brand.”

Edelweiss follows a customer-centric approach to thoroughly understand client needs in order to provide the most appropriate financial solutions. Last year in September, Edelweiss signed Saina Nehwal as its brand ambassador, a first in brand association for the financial services company.

The company will soon launch more of the 'Saina and Dadi' ads in a series format but the number is yet to be finalised.

The TVC works on the premise that it is important for a person to understand the other person's need before gifting him or her something and only then the gift would be much appreciated. Adhering to this storyline, the TVC aims at drawing parallels with Edelweiss where financial experts spend time in listening to customers for understanding their needs and aspirations in order to provide the right financial solution.

Sengupta said, “The brief given to them was that of what Edelweiss does. The company first understands the consumers by listening to their needs properly and then they mention their services to them.”

Talking about the insight, Sengupta said, “In today's time we are generally impatient. Every brand has its own offering and it tries to sell that to the consumer, rather than understanding the consumer's needs and fulfilling them. So we came upon the idea that Edelweiss doesn't assume what consumers want but understands their needs and then sell them a product.”

Shabnam Panjwani, CMO, Edelweiss Group, said, “At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal's endearing bond with her grandmother. It shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much.”

Saina has been well placed in the ad and she is not shown as the badminton champion but as a human being that she is. Sengupta said, “We haven't utilised Saina as a badminton champion, we have used Saina for the human being she is and the experience she has. Saina brings a lot of modesty and believability in the story. She takes the act to the next level as it is her real life story.”

Edelweiss understands the issues that consumers grapple with repeatedly in dealing with financial services -- be it being saddled with a product that they don't need or the inherent complexity of the world of finance or confusion given the plethora of choices or lack of transparency. Therefore, it is of utmost important to know what the consumer requires.

Raghu Bhat Raghu Bhat

Explaining the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a 'real' person rather than a 'badminton superstar' was an objective. Vishal Manglorkar's cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the 'soul' of the story or the essence of the Edelweiss brand.”

Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, said, “A very strong insight/observation is at the core of this campaign. And it needed to be told in a simple yet memorable manner. We believe this Saina and Dadi story achieves that and will be liked by all.”

In the ad, Saina is shown going to her native village to meet her dadi as she has not been able to meet her since the time she started playing international tournaments. Saina gifts an old model of mobile phone to her dadi, assuming that she won't be able to use the newer touch screens models. To her surprise, the grandmother pulls out her walking stick on which she had attached a touch screen model phone at the top. Later, the grandmother takes a selfie with her and the other family members. Towards the end, she sits with a group of children and tells that at times we assume what our dear ones want, but only when we talk to them, we actually decipher their needs. The ad ends with Saina sitting in the company office and a voiceover that Edelweiss provides the perfect financial solutions.

What the creatives say

BestMediaInfo caught up with a few creative directors to know their viewpoint. Some believe there was some disconnect with the product but others believe that a celebrity sportsperson like Saina Nehwal was not appropriately utilised.

Anupama Ramaswamy Anupama Ramaswamy

Anupama Ramaswamy, Executive Creative Director, Dentsu Creative Impact, said, “I think the storyline is nice and elegantly shown. After the dadi takes the selfie and Saina enters the Edelweiss office, the whole connection gets lost. I don't find any connection of the storyline with the product at the end. Somewhere I don't find the relevance of telling the whole story and then connecting it to the product towards the end. I was expecting something to happen towards the end but nothing happened.”

Saji Abraham, Executive Vice President, Lowe Lintas, said, “I feel happy to see Saina Nehwal take the centre of the play. The ad is executed well and the story shown in the ad is also nice. But I feel the story is stretched unnecessarily. I really don't think that Saina fits well with the ad. The ad doesn't suit her personality as a sportsperson. Her brand value as a badminton champion is not utilised. There could have been another storyline, which might have matched her. For example, the Adidas ad featuring Virat Kohli brings out his image as a sportsperson. Over here, Saina doesn't fit naturally. Just having a celebrity in the ad has not done justice to a person like Saina.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/06/Saina-and-Dadi.jpg

Credits:

Creative Agency: Scarecrow

Client: Edelweiss Financial Services Ltd.

Creative team: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Vaishakh Jhunjhunwala, Jayesh          Pithada

Client servicing: Arunava Sengupta, Mangesh Mulajkar, Chayan Rahatekar

Production House: Infinity Films

Director: Vishal Mangalorkar

Producer: Kripa Lalwani

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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