Many of us might have dropped names to get our way at some point or the other. So, imagine a friend who helps open doors. It is this premise that ING Vysya Bank is emphasising in its new campaign for its Orange Savings Account.
Conceptualised by JWT Bangalore, the 360-degree campaign straddles TVC, print, radio, online and on-ground activities. The campaign sports the tagline ‘Jiyo easy’. A TVC is breaking across channels on November 9. The TVC has been directed by Gajraj Rao, while Code Red Films is the production house.
Speaking about the campaign, Sonalee Panda, Product and Marketing Head, ING Vysya Bank, said, “Banking is always regarded as cumbersome, but we have simplified it for our customers. The ING Orange Savings Account opens the doors of any ATM anywhere in the country for its customers, free of charge. With the new campaign, we want to communicate that our customers are in control of their money and the inertia is eliminated.”
Talking about the creative brief, Panda added, “The brief we gave to JWT was to leverage ING Vysya as a friend of their customers. We wanted to communicate that friends are the new family and banking with us will give our customers a good experience.”
Rajesh Gangwani, Senior Vice-President, JWT Bangalore, said, “The starting point of the campaign was to position ING Vysya Bank as an easy bank to deal with. So, we integrated the campaign with the fact that friends make your life easy and hence, the tagline, ‘Jiyo Easy’. The bank takes a distinctive position in the market with the ING Orange Savings Account.”
The 40-second TVC titled ‘Doors’ dramatises the fact that friends open doors at different places, just like the ING Orange Savings Account, which opens the doors to any ATM anywhere in the country free of charge.