Ogilvy Kolkata’s new campaign for Bandhan Bank will resonate with new homebuyers and people looking to set up their own business. The campaign highlights the bank’s vision of inclusivity and encourages people to take the first step towards achieving their dreams through the two TVCs.
The first TVC, on home loans, takes us through the daily trials of people living in rented apartments. It brings to life the compromises people have to make to comply with the rules laid down by their landlords. The second TVC, on business loans, shows how a little faith in people sometime can help them to chase their dreams and succeed.
Speaking about how the TVCs reflect the bank’s values, Chandra Shekhar Ghosh, MD and CEO, Bandhan Bank, said, “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow.”
Elaborating on the idea behind the campaign, Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata, said, “We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams. And, eventually, inspire them to take the next big step in their lives.”
Client: Bandhan Bank
Agency: Ogilvy Kolkata
Creative Team: Sukesh Nayak, Sujoy Roy, Gour Mukherjee, Dhruv Mookerji, Partha Pal, Angad Singh,
Planning: Prem Narayan
Account Management: VR Rajesh, Mudassar Hossain, Koyel Mukherjee, Tulika Sahu
Production House: Conversation Films
Director: Kamlesh Soni