Royal Bank of Scotland Group (RBS) has launched its first multimedia ad campaign in India featuring its new global ambassador Sachin Tendulkar. Conceptualised by M&C Saatchi, the 360-degree communication approach targets the electronic, print and online mediums. While the print campaign breaks on October 6, the TV and online campaigns break on October 9.
The TVC has been directed by Stuart Douglas, while Nice Shirt is the production house.
Vasantha Kumar, Head - Marketing and Communications, RBS India, said, “After the acquisition of ABN-AMRO, RBS decided to rebrand itself to build awareness about the equity of the bank. Sachin’s qualities like drive, determination and focus, both on and off the field, make him the perfect embodiment of the RBS ‘Make it happen’ philosophy. These are the same qualities that bring success in the field of banking and are the vital links between Tendulkar and the Royal Bank of Scotland Group.”
“With Sachin at the helm-of-affairs, we want to communicate that RBS is ready for the Indian market,” he added.
Elaborating on the creative brief, an M&C Saatchi spokesperson said, “The creative brief given to Saatchi was to position Sachin to raise awareness in the Indian banking domain following the acquisition of ABN-AMRO. The idea of the TVC was to present Sachin ‘ready for business’ as it not only underlines his stature and professionalism and business acumen, but also ties in well with the RBS business.”
The TVC has the look and feel of old heritage and lineage as also a contemporary outlook. It shows a man being fitted for an expensive suit in a beautiful old house on the outskirts of Mumbai. Even as great care and attention is being given to this suit, there is also focus on various details alluding to the professionalism and stature of this man. The age of the house suggests heritage and tradition, whilst the modern and stylish accessories in the room add a contemporary feel. Other details, such as the globe and book-lined walls, are included to add to the sense of worldliness and sophistication. The voiceover explains that ‘Every now and again, a player appears on the scene, who will change the way the game is played’. At this point it is revealed that the man is, in fact, Sachin Tendulkar. His appearance in this new business avatar reflects the RBS in India, whose appearance on the scene would change the face of banking in India.