Religare, a Ranbaxy promoter group company that provides integrated financial services, has revealed an ad campaign to bring about the unique benefits of Internet. This campaign is targetted at investors, and Rediffusion DY&R has done the creatives.
The TVC for Religare Online revolves around the fact that it is a 360-degree portal which is the first in the industry to offer trade rewards to investors each time they use the portal. The tone of the TVC was to capture the sense of bewilderment and amazement on being paid back by the cab driver. The commercial depicts a mundane situation in which the customer least expects to be paid back by the cab driver, yet he gets the money back. The key highlight of the commercial is the element of surprise on getting the money back which is a situation creatively leveraged to exemplify the concept of trade rewards.
“At Religare, we have developed this distinctly unique offering based on extensive research conducted by our team over the last six months across the top 50 cities and towns in the country. The initial response to our offering has been extremely encouraging and we are confident of achieving our set objectives and targets,” said Subhrangshu Neogi, AVP-Brand and Communications, Religare.
“The creative idea for the TVC was to dramatise mundane situations where normally one would not expect to be paid back -- like after a cab ride or crossing a toll bridge, etc -- to drive the point across. The TVC thus exudes the man’s happy bewilderment, making the point in a simple memorable manner,” said KS Chakravarthy, National Creative Director, Rediffusion DY&R.
Neogi added, “Religare has a diverse 360-degree campaign, which is a mix of radio, print, online, below-the-line, television and cinema in select locations, and will continue till the end of June. The print campaign is already visible in all the business dailies, and will hit the business magazines by the month end. We have a TVC running on CNBC and NDTV. It will break on other channels on May 21. The outdoor hoardings are been put up in Delhi and Mumbai. We have an online campaign running on the website of Religare.”
Neogi added that the communication plan proposed is set to be an all-encompassing mix, with the overall objective of reaching out to the target groups through all conceivable touch points. The core target audience is the existing online investors who are tech-savvy and in the age group of 25 to 35.