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Ad Review: Yes Bank – Exploring the power of the affirmative

21-June-2010
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Ad Review: Yes Bank – Exploring the power of the affirmative

The message is short and sweet and simple – ‘A yes can change your life’. Yes Bank’s latest campaign is built around fortifying the ‘Yes’ brand name and the positive developments the word can lead to.

Client: Yes Bank
Brand: Yes Bank
Campaign Name: A ‘Yes’ can change your life
Agency: Triton Communication Pvt Ltd
Medium: Television

The Brief:

The brief provided was to fuel growth of consumer and SME banking by establishing Yes Bank as the preferred banking brand, with a consumer-centric value proposition. Breaking away from the clutter amongst all brand names in Indian banking, the Yes Bank brand was created in 2004 on the positive connotation of the word ‘yes’. The current creative concept is built on this positive brand association and emphasises on the insight: “Life changing moments in ones’ life have always been preceded by a ‘yes’.”

The Execution:

A series of three films capturing emotions that reiterate the crucial moments when people want to hear a ‘yes’ and how that one ‘yes’ was the pivotal utterance that changed their life for the better were released.

Renton D’Sousa, National Creative Director, Triton Communications, explained, “In everyone’s life, there is a ‘yes’ moment that changes it... forever. Deep within, every human being seeks acceptance, affirmation and appreciation. A single ‘yes’ addresses and fulfils this very need. It inspires confidence. It infuses positivity. This insight forms the core of the ‘yes’ philosophy. Yes Bank embodies this philosophy of yes and endeavours to recreate the feeling for the customer with every interaction.”

He further said, “After the completion of the ‘Proposal Film’ shoot, everyone on the sets was discussing just one thing – the first time they proposed to someone and the anxiety they experienced waiting for a yes, and how it changed their life. Now that’s what you call the power of yes.”

The Final Product:

The series of three films are titled ‘Puppy’, ‘Coffee Shop, and ‘Business Deal’.

‘Puppy’: The film opens with a cute young girl with her mother. The young girl sees a puppy playing outside their house. She tells her mother that she wants one. Mother says, “Papa ko ghar aane do” (Let your father get home.) They go inside their house. She waits for her father. As her father comes she looks at him. And father says ‘Yes’ with a smile. Girl jumps in excitement.

‘Coffee shop’: The film opens in a coffee shop. A girl is sitting with a boy and she is thinking about something. The boy who is looking at her is tensed. He is waiting for her to say something. The girl looks at him, and with a smile she says, “Yes”. Boy becomes ecstatic at the girl’s yes.

‘Business Deal’: The film opens on a man in 30s sitting in a conference room with a friend. He is there for a business deal. There are bunch of people on the other side. They are looking at each other and discussing. The man is tensed. The main person on the other side looks at him and says, “Yes”. He is excited, but politely shakes hands with him. Thus connecting this to the fact that Yes Bank understands the value of the word ‘yes’ and is always there to support your dreams.

Xpert Comments:

Commenting on the ad, Anusheela Saha, Creative Director, Equus Red Cell, said, “The new Yes Bank TVC takes a fresh approach to brand recall. The whole idea of iconising the ‘Yes’ brand name through different situations in life, works well too. Though I particularly like the ‘Proposal’ TVC, where the guys waits for the girl’s ‘yes’, the one with child and puppy is a little naive and in my perception not such a life changing situation and thus fails to have the same impact as the previous one.”

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