IndusInd Bank has rolled out a series of three ads as part of its new campaign, which broke on February 26, 2010. Conceived by RK Swamy BBDO Delhi, the campaign uses subtle humour to highlight IndusInd Bank’s world-class services such as Mobile Alerts, Online Payments and Ready2Use Savings Account Kit, designed to make banking a hassle-free and pleasurable experience.
The ad campaign features actors Omi Vaidya (Chatur of ‘3 Idiots’ fame) and Shruti Seth (of ‘Comedy Circus’ and ‘Ristey.com’ fame). The campaign has been conceptualised by PS Mann, Creative Director, RK Swamy BBDO, and scripted by Ankur Suman, Creative Group Head, RK Swamy BBDO.
IndusInd Bank plans to roll out the TV campaign in almost all popular TV channels in India between March and April. Media Direction is the media agency. The ad campaign, which is ‘Hinglish’, will be released in regional languages on the regional channels. Estimated media spends for the TV campaign is pegged at Rs 5 crore.
Directed by filmmaker Imtiaz Ali, the ad campaign is aimed at tickling the hearts and minds of viewers to establish the brand and its superior customer-centric services in humorous, fresh and heartfelt manner.
Commenting on the new ad campaign, Romesh Sobti, MD & CEO, IndusInd Bank, said, “This ad campaign takes ahead our initiative to reposition IndusInd Bank as a young, energetic and responsive brand. This year is going to be the year of brand building for IndusInd Bank, and we will witness consistent campaigns and other branding initiatives talking about product and service innovations. IndusInd Bank aims to transform into a bank for the rising Indian, imbibing the values of confidence, progression and dynamism.”
The three TVCs show how Omi Vaidya and Shruti Seth, who play a young married couple (Mr & Mrs Chowgle), respond to each other during their day to day conversations. Each conversation between the two is humorous and ends with a focused message about one of the services offered by the Bank. Each situation is a metaphor to communicate the service proposition.
IndusInd Bank has been aggressive in its brand building programme since last year. As part of the brand building exercise, the Bank has taken several initiatives which have helped the brand connect with the customers and enhance the visibility quotient. IndusInd Bank had launched its first ever mass media campaign in May-June 2009, and since then has been consistent in communication through television, radio, outdoor and print advertising.