HSBC has awarded its communication mandate to L&K Saatchi & Saatchi for the re-launch of its Premier offering in India. HSBC Premier is the group’s premium financial services product, offering exclusive banking services to high net worth individuals. The agency will be taking forward the globally integrated campaign for the re-launch of Premier. The agency’s Mumbai office will handle the account. The new positioning for HSBC Premier is ‘Personal support, for your Personal Economy’.
Commenting on the win, Anil Nair, CEO and Managing Partner, L&K Saatchi & Saatchi said, “We are extremely pleased to work with HSBC in India. HSBC has given us the mandate on the ‘premier’ business, which is very challenging and exciting. We look forward to creating interesting work in collaboration with the HSBC team in India.”
The campaign will take an inside-out approach for the re-launch, starting with HSBC’s own relationship managers to better understand the real challenges that their clients face.
Extensive research, consultation and interviews with both relationship Managers and clients revealed the insight that high net worth individuals across the world have one major characteristic in common: they each have their own individual, highly personal economy. Interconnected to all aspects of their lives – whether home, family, work, experiences or passions – their personal economies are always with them, always changing and needing care and attention in order to grow.
Originally launched in 2007, HSBC Premier targeted a global affluent audience with a tailored service, providing their clients with their own relationship managers, and offering products and services such as credit cards, loans, savings accounts and investment products, with a focus on international reach and services.
The re-launched offering gives clients a suite of wealth management products, including investment advice and portfolio management, protection, retirement and education investment.