DBS Bank has unveiled a comprehensive 360-degree campaign in India, highlighting its Singaporean heritage and commitment. The campaign is being promoted across platforms such as television, out of home, digital and social media.
Conceptualised by Leo Burnett, the integrated campaign kicked off with a TVC featuring brand ambassador Sachin Tendulkar.
The brand film showcases how the bank resonates with the attributes popularly associated with Singapore, promising trust, stability and efficiency. The ad film takes viewers through a fast-paced, virtual tour of Singapore, while highlighting the ease of banking with DBS.
DBS has been expanding its footprint in the country following the establishment of its local subsidiary last year.
Shoma Narayanan, Executive Director, Group Strategic Marketing and Communications at DBS Bank India, said, “The campaign underlines our ongoing commitment to India. It is the beginning of a story that we want to share — a story about the bank’s vision to be a partner in modern India’s growth story, while celebrating our rich Singaporean heritage.”
“At DBS, it has been our constant endeavour to harness technology to deliver a simple, safe and joyful banking experience. The narrative of our new brand film reaffirms DBS’ credentials as a world class bank, which seamlessly integrates banking into customers’ lives,” Narayanan added.
Neel Roy Cruz, Executive Creative Director, Leo Burnett, said, "DBS is the world's best bank and we wanted to amplify these credentials in the saturated Indian market. The creative challenge was to place the spotlight on the bank's rich Singaporean legacy and yet establish its strong affinity with customers in India."
"Sachin is the brand ambassador of DBS and who better than him to be the face of the campaign. His endorsement of the brand makes the campaign relatable with billions across India," he added.
DBS offers a compelling suite of services catering to the evolving banking needs of retail customers, small and medium businesses, as well as large corporates. In 2016, DBS launched India’s first fully digital bank, digibank by DBS, with the aim to deliver an entire bank in a smartphone app.
Headquartered and listed in Singapore, DBS Group is a leading financial services group in Asia with presence in 18 countries. DBS Bank has been present in India for 25 years, having opened its first office in Mumbai in 1994.