SBI has recently embarked on a large scale national media campaign to activate the use of debit cards beyond ATMs at POS and e-commerce portals. The pitch for this particular campaign was called in August amongst the empanelled agencies of SBI, and after several rounds of presentations, the client has decided to go with Span Communications. Industry sources have pegged the campaign budget in the region of Rs 25 crore.
A multi-media campaign with the message, ‘State Bank Debit Card - Card Ek, Khushiyan anek’, has been launched at the onset of the festive season with the film titled ‘The ATM’. The film tackles the problem head-on and introduces an interesting animated character called the ‘Card Man’ to deliver the message in a lighthearted manner. The plan is to populate the idea of this multi-faceted, ‘all-rounder’ debit card amongst shoppers, movie-goers and restaurant visitors so that they overcome their inertia of using their card.
Commenting on the campaign idea, Rohit Khetrapal, Span Communications, said, “We wanted the campaign to have a friendly touch, while delivering the proposition directly. We want people to warm up to the ‘Card Man’ and treat him like a family member, just like the family we have established in the campaign. It is a great initiative by State Bank, who as a leader has taken a stance that will benefit the banking industry as a whole. The campaign is live across all leading media and the response to the campaign has been encouraging.”
Besides the ATM route, there are further extensions of this campaign to highlight the use of debit card through TVCs based on shopping and online usage. All communication, including TV, digital, outdoor and BTL, has been creatively communicated through the Card Man, who is the new mascot for State Bank Debit Card.