RK Swamy BBDO, the long standing agency partner for Shriram Transport Finance Company (STFC), has created and delivered a campaign for the company’s non-convertible debentures (NCDs).
The 60-second TVC, set to the tune of the immortal classic ‘Jeena isi ka naam hai’ from the film ‘Anari’, highlights the different facets of a trucker’s life and the role STFC plays in it. The film was conceived by Sangeetha N, Executive Creative Director and Gautam Pandit, Senior Partner at RK Swamy BBDO, and directed by Santosh Sivan and produced by Venus Films.
Click here [http://www.youtube.com/watch?v=u-kWpJvYExA] to view the ad.
The print ads highlight how STFC has been partnering the small truck owner and empowering him to move ahead in life. Appearing on television, print, outdoor and online, the campaign is claimed to have created a surge of demand for the NCDs that were fully subscribed within hours of the issue opening.
S Narasimhan, Senior Partner, RK Swamy BBDO, explained, “To create communication that appeals to the investor to place funds in a company that is lending to the small truck owner is quite a challenge. Shriram had to come through with a human face and as a leader in the commercial vehicle finance category across the country. The shoot took us all over the countryside through torrential downpours and sandstorms, just to capture the essence of India.”
Commenting on the campaign, Nilesh Vaidya, ECD, Network Advertising, said, “Wrong choice of song. The moment I hear this classic, I’m reminded of that famous two-wheeler campaign from the 90s that used it – was it a Bajaj bike? It was all about a guy doing good, being there for others. This ad is in the same genre, but of course a montage will never work as well as an impactful situation. And the fact that the whole point was to talk about finance didn’t come out strongly at all.”
RK Swamy BBDO is part of RK Swamy Hansa, a leading marketing communications and services group serving over 150 companies in India and the US. With 1,200+ professionals, the Group offers creative and media services, market research, direct/ CRM and advanced analytics, events and activation, healthcare communication, PR, social & rural communication and more.