Top Story

e4m_logo.png

Home >> Advertising >> Article

HDFC Bank aims to create winners in its new TVCs

25-February-2009
Font Size   16
Share
HDFC Bank aims to create winners in its new TVCs

HDFC Bank, which recently launched the ‘HDFC Bank Meritus Scholarship’, is taking forward this initiative via two TVCs titled ‘Must be Serious’ and ‘Making a Mess’. The campaign has been conceptualised by Satbir Singh, NCD, and Nilesh Vaidya, Senior Creative Director, Euro RSCG. Ravi Deshpande Films has produced the films.

The campaign aims to convey the pride associated with winning in different ways to different target segments. The HDFC Bank Meritus Scholarship programme is an ambitious programme, which seeks to reward all-round excellence among students and help contribute to their overall development. The awardees from all over the country would receive a scholarship ranging from Rs 2,500 to Rs 10 lakh.

Speaking on the creative approach to the brief, Nilesh Vaidya explained, “We decided to have a two-pronged approach. Since we had to talk to both parents and kids, the same insights may not work for both. Therefore, one film was more skewed towards kids (‘Must be serious’). Contrary to the title, it’s a fun film based on an insight that any child will relate to. The other film (‘Making a mess’) has more of an adult, emotional appeal, and we felt it would work better for parents.”

The campaign will be mainly driven by television, but will also be supported by below the line activities.

‘Must be Serious’

The film revolves around a very basic insight – a child who’s an ‘achiever’ can do no wrong. Whatever he does, even when he’s being mischievous, lazy or just generally being a kid, is interpreted by people around him as ‘hey, he must be doing something meaningful’. The reason is unveiled at the end – Ajay, the boy in question, has won a Meritus Scholarship.

‘Making a Mess’

This is a take that celebrates parents’ pride in their child’s achievement. A boy who has won the Scholarship wants to surprise his mother with it, and chooses to do so in a typically childish way – by making a mess, leaving a trail of things for his mother to pick up that lead to the Scholarship scroll. By the time she gets there, she’s fuming at her son’s untidiness. That turns to joy once she realises what he has been up to.

The films will stay on air for a couple of weeks, Vaidya said, adding that the short burst was to get maximum numbers of registrations before kids started preparing for their final exams.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...