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#FightingCoronavirus: HDFC Bank’s Safety Grid campaign encourages social distancing

‘Safety Grid’ (physical markers on the ground) will be implemented at over 4,000 essential services stores across eight cities. So far, it has been implemented at over 1,750 stores. The campaign has been conceptualised by Leo Burnett India

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HDFC Bank has launched a campaign named #HDFCBankSafetyGrid to encourage and reinforce #socialdistancing.

Using the outer grid of the HDFC Bank logo that is synonymous with trust, the bank created physical markers on the ground to help people maintain the World Health Organisation (WHO)-prescribed “social” distance while waiting in queue at a shop or an establishment.

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After a successful pilot in Kolkata, the Safety Grid campaign has been launched in Mumbai, Delhi, Bengaluru, Kolkata, Hyderabad, Pune, Chandigarh and Bhubaneswar. ‘The Safety Grid’ will be painted in front of the space leading to retail outlets such as pharmacies, grocery stores and ATMs, among others. Each grid will be placed at an optimal WHO-prescribed distance of 1 metre from each other.

“In this hour of need, when the nation is fighting the pandemic, we have decided to put the bank logo, known to millions of Indians, on the ground, for their safety and protection," said Ravi Santhanam, Chief Marketing Officer, HDFC Bank. “HDFC Bank and its logo has been synonymous with trust for over 25 years now. We have defied convention, for our belief is that safety of the people and social distancing is very important to fight Covid-19. And we are honoured that we are able to use our logo to send a message across to the people. The cause that we are fighting for today is much greater than any marketing rules and norms. Every effort or contribution counts.”

The campaign has been conceptualised by Leo Burnett India.

Rajdeepak Das

Rajdeepak Das, MD, India and Chief Creative Officer, Leo Burnett South Asia, said, “Social distancing is one of the primary ways by which we can keep this deadly disease at bay. But in reality, one does need to step out to buy essentials. The grids are a physical manifestation of the social distancing individuals must maintain in any public setting. It’s a simple but extremely powerful idea a simple solution, albeit a bold one.”

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