IndusInd Bank introduces Fingerprint Banking

Conceptualised by R K Swamy BBDO, the ads show the ease and safety of fingerprint banking where customers can do end-to-end banking transactions on its mobile banking app, 'IndusMobile

BestMediaInfo Bureau | Mumbai | July 13, 2016

Click on the image to watch the TVC.

IndusInd Bank has launched an integrated advertising campaign to unveil its fingerprint banking service. The bank is one of the first in the country to launch this innovative service, where customers can do end-to-end banking transactions on its mobile app, 'IndusMobile,' by using their fingerprints.

The campaign conceptualised by R K Swamy BBDO features Bollywood actors Farhan Akhtar and Boman Irani who are seen in a natural and jovial scene in the campaign. The film opens with Farhan entering his car as he is ready to go for a shoot. That's when he hears someone say 'Gotcha.' 'Bobby Uncle (Boman Irani) asks him if he is going for a shoot and if he can tag along. Farhan agrees as they both leave.

As they're on their way, Bobby uncle asks Farhan which shoot is happening today to which he says 'IndusInd Bank.' Bobby uncle mimics a previous ad where they launched a video call service with the bank and says what is there this time? Farhan responds by saying, 'Mobile Banking.' Being competitive, Bobby uncle says that even his bank provides that service and tries to long into his bank account. Bobby uncle flashes his mobile, checks his banking app, only to realise that he has forgotten his password.

Now Farhan shows the new IndusInd fingerprint banking to Bobby uncle on his mobile. He pulls out his mobile, presses the IndusInd Bank app and uses his fingerprint as the password. Farhan seems to have done some transaction in a jiffy. Bobby uncle is stunned to see a banking transaction happening without the need of a password. Farhan then explains the features, ease and safety of having a fingerprint lock to one's account. The campaign ends with Bobby uncle getting out of the car to open his IndusInd Bank account.

The 'Fingerprint Banking' service was launched after studying consumer behaviour and insights on remembering complicated and lengthy passwords. It was found that customers tend to forget their passwords and resetting them again was a lot of trouble. With fingerprint banking, consumers can afford to forget passwords forever.

Speaking about the campaign, Sumant Kathpalia, Head, Consumer Banking, IndusInd Bank, said, “This advertising campaign from IndusInd Bank embodies a blend of strong consumer insight and interesting slice of life situations with subtle humour. The launch of this service has further strengthened the core brand philosophy of Responsive Innovation. We are glad that Bollywood's two seasoned actors have associated with us and have enhanced the effectiveness of this ad campaign.”

Ankur Suman, Principal Consultant and Creative Head, RK Swamy BBDO, said, “As always, IndusInd Bank has come up with yet another unique, differentiated service. So the communication needs to be potent enough to create the right degree of buzz among consumers. While we have demonstrated the convenience of Fingerprint Banking clearly, we have retained the zippy energy and humour that have given the brand's communication a distinguished identity over the years.”

The campaign will be splashed across various media. Television will be the lead medium of the campaign; digital media will engage and connect with the digital savvy audience.  Other mediums will also be used in order to create a 'surround sound' of the communication. The estimated media spends for the campaign is approximately Rs 15 crore.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: IndusInd Bank

Agency: R K Swamy BBDO

Principal Consultant and Creative Head: Ankur Suman

Production house: Keroscene Films

Info@BestMediaInfo.com

Info@BestMediaInfo.com