ING Group: Understanding the deeper emotions attached to money

ING Group: Understanding the deeper emotions attached to money

Author | Pallavi Goorha | Monday, Dec 15,2008 7:10 AM

ING Group: Understanding the deeper emotions attached to money

Given the current economic conditions, money, or rather, seeing one’s money grow, has gained utmost importance. Keeping this in mind, the ING Group, has come up with a TVC, highlighting how money is being used in every occasion and celebrations in our lives. The TVC had been conceptualised by McCann Erickson and shot in various parts of the country like Kolkata, Rajasthan and Delhi. The lyrics for the TVC have been penned by Prasoon Joshi.

Amit Gupta, Director - Marketing and Communications, ING Vysya Life, said, “The brief we gave to McCann was that the business awareness of ING is only moderate in India. In times of slowdown, we are expanding the footprint of corporate ING. All three businesses – banking, life insurance and asset management – have high growth ambition in India. We needed to come with a corporate brand film that was effective for all the three services.”

He further said, “ING needs to strongly connect with Indian consumers, and given the huge cultural diversity in India, we needed a unifying platform to connect with the Indian consumers. The communication rationale is that only someone who understands the meaning and relevance of money can help you manage it to the best.”

“The message behind the TVC is that in India, money is not only a currency for transaction. There are deeper emotions attached to money, which have been showcased in the TVC,” Gupta added.

Prasoon Joshi, Chairman, McCann World Group, said, “The brief that we got from ING was to understand the brand and give voice to the brand. We needed to understand the basic essence of the brand and bring out the idea that in India money is never money and that it is beyond emotions.”

He added, “The message that we have tried to convey is that ING understands your relationship with money, it understands what it means and protects your emotions.”

Speaking further, Gupta said, “The ING Group campaign is a 360-degree initiative involving print, TV, OOH, digital and cinema. The first TVC is a six-week campaign. There will be a second burst of continuation of same thought and same idea in the campaign.”

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