Top Story


Home >> Advertising >> Article

DBS Bank Tosses-up Creativity & Technology to launch Interactive Film – Chilli Paneer 2

Font Size   16
DBS Bank Tosses-up Creativity & Technology to launch Interactive  Film – Chilli Paneer 2

DBS Bank India launched Chilli Paneer an interactive digital ad film, interestingly as the video unfolds the viewers can create their own story by making choices during the course of the film.

Combining flavors of creativity with dashes of technology, this is a delightful second course serving of Chilli Paneer Film- an unconventional marketing campaign from DBS Bank, whose first course - Chilli Paneer 1 - witnessed over 1,200,000 views across platforms.

If Chilli Paneer 1 was about Indian Banking Industry's first love story, CP2 is India’s first-of-its kind interactive ad film, in the BFSI space. Chilli Paneer 2 continues to take viewers through flavors of food, love and possibilities. It allows viewers to play the sous chef to the film and design their own version of the story.  SapientNitro is the creative and technology partner for the campaign.

Announcing the launch of the campaign, Sheran Mehra, Head -Group Strategic Marketing & Communications at DBS Bank India, said, “The primary objective is to build brand awareness. The approach was to engage with people through unique storytelling formats.  ‘Food’ continues to drive conversations in DBS Chilli Paneer 2. With the added layer of interactivity built in, the attempt is to let the consumer control and co-create the story of Ken and Asha with the bank playing a key role in each of the 8 possibilities.”

“At SapientNitro, we believe that a story lived is better than a story told. Today consumers need a new kind of engagement and we are delighted to have helped DBS Bank create an innovative, experience-led campaign. In Chilli Paneer 2, creativity and technology have combined to redefine storytelling where the consumer is the real hero,” added KV Sridhar, Chief Creative Officer, SapientNitro, India.

Link to the campaign -

In Chilli Paneer 2, viewers will get to play Ken and decide story basis the choices they make. In a nutshell, it is one story with eight possible conclusions - all in the hands of the viewers. Every decision made by the viewer indicates an attribute, which have been mapped to a personality type which then integrates with the viewers’ social handles.

In a bid to connect with India’s growing digital populace, Chilli Paneer 2 has chosen to be the first to tread into the territory of Outside-Inward Experiential Advertising.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.