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DBS Bank breaks clutter of BFSI advertising campaigns with Chilli Paneer

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DBS Bank breaks clutter of BFSI advertising campaigns with Chilli Paneer

Breaking the traditional advertising norm in the banking space, DBS Bank India has launched what is touted as the industry’s first love story – Chilli Paneer. In an attempt to engage with the consumers and build brand awareness, DBS Bank has rolled out an innovative campaign where the story of Chilli Paneer will unfold every Friday at 11:00 am on the website The story revolves around purpose, relationship and connectivity.

DBS Bank’s Chilli Paneer, starring Tilottama Shome and directed by National Award-winning director Shivendra Singh Dungarpur, is a story about food, love, dreams and the seamless integration of banking into our lives.

Speaking at the launch of the campaign, Sheran Mehra, Head - Group Strategic Marketing & Communications at DBS Bank India said, “At DBS Bank we constantly strive to innovate and take an ‘outside-in’ view. It all started with following the chatters. This led us to discover that food, travel, cricket, and Bollywood, to name a few are instant conversation starters. Food, emerged as the most popular choice, as it cuts across geographies and segments. We further included elements of Bollywood and integrated our products and services in the story line.”

Speaking on behalf of 4nought4 (a digital agency of CartWheel Creative Consultancy), Manik Choudhary, Co-Founder, 4nought4 said, “Very rarely does one see a client who takes this approach. Interestingly, the brief was to work beyond a traditional television launch campaign. The push-back was always to find brand relevance in consumer space. Chilli Paneer is not just about a product or a service. It’s a story of two people who discover their purpose in life and how the bank acts as an enabler.”

Led by the digital medium the film is hosted on The campaign is spread across four weeks and supported by print, radio and outdoor on-ground activities.

Watch the ad films here…


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