Standard Chartered has launched its eight-week long ‘Here for Good’ global campaign in India, taking forward the story of the brand making a positive impact on the communities it operates in. A TVC has been launched as a part of the campaign featuring four inhabitants from Dubai, Mumbai, Nairobi and Taipei, showcasing how Standard Chartered’s ongoing support for trade throughout the financial crisis and beyond has allowed companies to continue doing business, employ people, and stimulate the economies in which they operate.
The communication aims at demonstrating how Standard Chartered has lived up to the promise of supporting people even during tough circumstances, says Sumeet Singla, Regional Head of Corporate Affairs, India and South Asia, Standard Chartered Bank. The India leg would comprise TVC bursts across sport, movies, lifestyle and news channels such as Star World, NDTV, HBO, CNBC, to name a few. “We are not targeting GECs as our target audience is niche,” added Singla.
Print, outdoor and digital media would also be used effectively as a part of the campaign. The activities would go in till august end. Select malls, international airports in Mumbai and Delhi would be used as dedicated outdoor locations for maximum exposure to high net individuals that form an important target group for the company.
Talking about the importance of India as a market for Standard Chartered, Singla informed, “India is one of the largest contributor globally both, in terms of profit and people. India has been the first recipient of almost all global campaigns. India was the third largest contributor to the global business in FY 2011, behind only Hong Kong and Singapore.”
Standard Chartered has also invited its consumers to share issues that really affect their lives to understand how it can make a positive impact in their lives and support them in various circumstances. The feedback is taken through a micro site.
“We are encouraging people to visit our website and tell us what’s most important to them. This will help us create a digital barometer, which will enable us to demonstrate how we are listening and to provide examples of where we positively contribute in those areas. It’s our intention to show that banks can be a positive force in local communities,” commented Claire Fedder, Head of Brand at Standard Chartered.
On being asked if the campaign has been timed appropriately given the tough economic situation, Singla concluded, “Few banks at this stage would come up with a campaign like this. But we are reiterating our promise to our consumers that we are here to help them tide through some of the bad times, reassuring that we are here for good for their progress in the long run. The campaign underlines the same thought.”
TBWA is the creative agency that has developed the campaign for Standard Chartered Bank. Media duties for the bank are handled by OMD in India.