Client: Bank of India
Brand: Bank of India
Agency: Ogilvy &Mather
The communication for Bank of India has always been existent and trouble-free to relate to. The earlier corporate campaign for BOI “Rishte kai tarah ke hote hain” was about real relationships. It further established Bank of India as an organisation that understands the many sides of relationships. This product led campaign which is primarily insight led, is basically an extension of that and echoes the same tone.
The campaigns have been conceptualized by Ogilvy& Mather.
‘The Bank of India campaign doesn't stick a finger in your eye to say notice me. Working rather differently from standard advertising, it enters your mind space like a family member, never intrusively, but gently and then suddenly endears itself to you in that shining moment when you see yourself reflected in it’, says Sumanto Chattopadhyay, Executive Creative Director, South Asia.
‘The truth is that married couples in India have to huddle in unfriendly corners and grab romantic moments outside because their home is probably bursting at the seams with people. Half the couples you see at the sea face are married. Tragic but true. That’s the insight that led to the home loan ad. All the other ads came from similar insights’, says Louella Rebello, Creative Director on the brand.
The Final Product:
It is a four ad campaign for home loan, auto loan, SME loan and education loan. The education loan film will be released soon.
Nilesh Vaidya, ECD,Network I really liked the Home Loan and SME Loan films. The surprise of finding out the couple is really married and facing a shortage of privacy made me smile. While the feeling of being unappreciated and knowing you can do a better job than your boss really touched me - i'm in creative, after all! But the Car Loan film left me cold. It shows reality, but nothing more than that.
The Bank of India campaign is based on the simple fact of basic necessities in life. Something that can totally be connected with the middle-class families of India which constitute a large chunk of Indian Consumers. The campaigns deal with all the sweet and simple basic human requirements.
National Creative Director: Abhijit Avasthi
Executive Creative Director: Sumanto Chattopadhyay
Creative Director: Louella Rebello
Creative Team: Louella Rebello, Mayur Varma, Karn Singh
Senior Vice President: Asheesh Malhotra
Servicing Team: Yuvraj Singh, Lynette Crasto
Client: Bank of India
R. Sampath, M.Shanmugam
Production House: Dungarpur Films
Director: Shivendra Singh Dungarpur
Music: Amar Mangalurkar