The campaign conceptualised by DDB Mudra West showcases SBI loans as ones that activate hope. For every loan disbursed, SBI will donate Rs 100 to NGOs working in areas of education, health and others
BestMediaInfo Bureau | Mumbai | November 1, 2016
Every festival season, State Bank of India showcases financial products that consumers can avail of. This year, the brand decided to bring alive the spirit of festivity and give it a tangible meaning to it by triggering donations through loans. This idea has been called SBI ‘hope loans’.
This festive season, every loan taken from SBI will be named as a hope loan because for every loan taken from the bank, the brand will make some donations to NGOs. The brand has taken this initiative with an aim to help those who are in need, bringing a ray of ‘hope’ in their lives. The bank has offered to partner with NGOs working towards building shelters, promoting education, providing clean energy solutions, healthcare, overall development of the underprivileged and donate a considerate amount every time someone takes a loan.
The campaign is conceptualised by DDB Mudra West. The communication created for popularising this initiative needed to be as unique and heart-warming. DDB Mudra West not only wanted to show the product in the best light but also help mobilise consumer participation.
A film-led multimedia campaign shows what a loan means to a person. With this campaign, the agency intends to reposition SBI loans as those that activate hope, not only for an individual but for the larger society -- making hope and happiness infectious.
Rajnish Kumar, Managing Director, SBI, said, “SBI Hope Loans is a novel campaign designed by us to appeal to both the heart and mind of prospective customers. This is an effort from SBI to give customers an opportunity to be the hope for people from the underprivileged sections of the society. For every ‘home’, ‘auto’ or ‘personal’ loan disbursed, SBI will donate Rs 100 per loan to NGOs working in areas of education, health, mobility solutions and environment. Early feedback on our advertising campaign has been very encouraging. We hope to spread the festive cheer to as many fellow citizens.”
Rahul Mathew, Creative Head, DDB Mudra West, said, “A loan has great power. It can change your life and everything in it. It gives you the feeling of moving forward, both physically and mentally. So, imagine the power of a loan that changes the life of not just the taker but of those around. A loan that can move the lives of the less privileged forward as well. That's the power we wanted to unleash with the concept of hope loans.”
The one-minute film takes viewers through a montage of the progress in areas of education, health, energy, women empowerment that would be possible because of a loan taken from SBI. Supported by an encouraging background score, the film ends with a narration describing the concept of hope loans. This and two 30-second films were released on TV on October 19. The concept has also been styled to create communication for press, digital, radio and outdoor medium.
The Print AD:
Agency Name: DDB Mudra West
Chairman & CCO, DDB Mudra Group: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
Account Management: Sanjay Panday, Makarand Gholba, Mousumi Haldar, Srikusum Rai, Smruti Vyas
Account Planning: Amit Kekre, Toru Jhaveri, Sanchari Chakrabarty
Creative Team: Rahul Mathew, Nilay Moonje, Manoj Bhagat, Suman Adhikary, Nilesh Anjarlekar, Swathy Sreekumar, Priyanka Chordia, Vikas Gaur, Mausami Shirsekar
Films Team: Vishal Sane, Siddhi Bhopale, Pravin Misal
Media Team: Sathyamurthy Manakkal, Gerald Roche, Rupali Chavan, Dhiraj Khanna, Elton Dsouza, Yogin Vora
Director: Nitin Parmar
Production House: Equinox