The campaign conceptualised by Manoj Shetty and executed by Bluebot gives a powerful message to the youth to rethink about their financial dependency on parents when it comes to their weddings. It shows how a daughter plays her part of being an independent and responsible child
BestMediaInfo Bureau | Mumbai | December 1, 2016
BankBazaar, one of India’s leading financial marketplace, unveiled a video named #PlayYourPart as part of its latest digital campaign for the wedding season. The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their weddings.
BankBazaar, as a youthful and disruptive brand, has always tried to bring about a change in the way people think about finance. The campaign aims to disrupt the traditional mentality when it comes to financing weddings.
The film begins with a father paying vendors after his daughter’s wedding. While he is doing that, someone comes and hands over a letter his daughter left for him. The letter is an emotional thank you from his daughter as she knows the efforts of her father and has an idea of the kind of expenditure that occur during weddings. With the letter is a cheque of Rs 5lakh which the daughter has given the father. A voiceover concludes the film by saying ‘Indian parents spend one-fifth of their life savings on getting their children married. BankBazaar will help you do your bit.’
The new digital advertising campaign will be promoted across various digital platforms like Facebook, Twitter, YouTube and Instagram.
Prince Thomas, Head Brand Marketing, BankBazaar, said, “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”
Adhil Shetty, CEO and Co-Founder, BankBazaar, said, “Wedding seasons are a busy time with a lot of traction from customers across the country looking for financial products across categories. So this was the right time for a campaign that underscored the emotions of the season and made the viewer’s connect with an idea that is empowering and disruptive at the same time – that of funding at least part of your wedding yourself. We believe this campaign will help us build connect with the right audience at the right time in the right manner.”
Speaking about the concept, Carl Savio, CCO, Bluebot, said, “The minute I heard the brief from the BankBazaar team, I knew instinctively that we were on to something very powerful. When you realise that the average Indian middle-class family has to spend approximately one fifth of their life-savings to get their children married you know that something needs to be said. It's time to tell youngsters to step up and help their parents in whatever way they can.”
Rishi Chanana, Head of Art, TBWA/India, said, “Nice thought of #PlayYourPart from the youth perspective. Instead of parents taking all the responsibility of their children’s wedding, children coming up to help them for their own future -- wishful and positive thinking. Also I feel instead of being just a marriage commercial there should be more to follow, because marriage is the first thing you think about expenses. It can be an elder sister taking responsibility of a younger brother who wants to study abroad and a few fresh situations. This way emotions would have come out in a far more new way. Above all it’s a nice thought to stand up for yourself and playing your part and live your future without depending on anybody.”
Cyrus Oshidar, MD and CCO, 101India.com, said, “I like it because of the message. Although I do wonder how the daughter will actually contribute -- unless it’s her second wedding and she’s using the alimony from the first. The campaign seems to tick all the boxes from a brand’s perspective and I can see the client team nodding happily. But it is undifferentiated in every other way. It’s one of the many ‘emotional’ ads in this and other categories like this and will pass like another ship in the night unless the thought of helping pay for your own wedding actually resonates. If it truly does then maybe there’s a better way to demonstrate the same to make it more believable.”
Deepak Singh, Chief Creative Officer, The Social Street, said, “Nicely done. I especially like it because it portrays the fact that the parents of today are proud to have financially independent daughters, who are no less than sons. It’s mainly targeted towards the youth, and I think quite a few of them will relate to this with their lives.”
Hrishikesh, Creative Head, Asymmetrique, said, “The ad is done very well and unusual to have shot this slice of life that we don’t get to see. Without getting into too many glitches, they have done a good job by delivering the message. I think it’s a great job. But I think they could have done away with the narrative in the end. A voice over would have been enough.”
CCO: Carl Savio
Creative Director: Ruchira Singh
Group Account Manager: Keshav Laddha
Production House: Early Man Films
Director: Manoj Shetty