The State Bank of India (SBI) and its associated banks have launched a new campaign for promoting their latest ‘Cash Back Plus’ scheme. The creative team of RK Swamy BBDO, Mumbai, has worked on this campaign covering print, television, radio, outdoor and digital media. The campaign was reportedly bagged by the agency after a pitch among the empanelled agencies for SBI.
With an intention of increasing State Bank debit card usage at points of sales, enhance brand awareness, and expand the card user base especially in the tier II and III towns, SBI had introduced the ‘Cash Back Plus’ scheme that promises to give more than the usual cash back benefits.
For the promotion of this initiative, the bank has also rolled BTL activities, and in-shop promotions have also been scheduled. Arindam Sengupta, Creative Director, RK Swamy BBDO, said, “The campaign started on August 1 and the TVCs were rolled out in the week that followed. It will be a three-month long initiative with a very strong focus on debit card.”
The TVC is set in a superstore with two women shopping. A swipe of an SBI debit card triggers off a chain of events that include objects and furniture in the store that re-configure themselves, and people pop out from the box to offer various benefits.
Commenting on the idea behind this campaign, Sengupta said, “This is a straight forward campaign where we wanted to show that by using these debit cards, consumers will get more than just cash back. We did not want to create a deeper story than that because I believe that the commercial and the offer are lucrative enough for consumers to start using the State Bank debit cards.”
The three-month campaign burst has been strategically aligned with the forthcoming festive season and aims to cash-in on increased ad-spends during this period across India.