Ask anyone at Triton Communications if it’s buzzing with activity, pat comes the response: Yes. The agency is readying the television commercial for Yes Bank, promoted by Ashok Kapur and Rana Kapoor. The print commercials for the bank are ready and are expected to hit the pink papers in a day or two.
“Inderjit Natoojee of Blink pictures is directing the 30-second commercial and the post production of the film will be done at MFX, Kuala Lumpur,” says Renton D Sousa, National Creative Director, Triton. “The television commercial is expected to hit in a week or so,” he adds.
On the development of the campaign, Yateesh Srivastava, Executive Director - Strategic Planning, Triton Communications, says, “The brief from Yes has been extremely focused and remained clear during the pitch, conceptualisation and execution stages of the campaign. This sharp focus enabled us to develop multiple creative expressions around the same core positioning. Through the campaign, we wanted to communicate ‘expertise’ in a unique and differentiating manner and simultaneously build the brand as a benchmark for solidity and knowledge.”
Asked on the creative aspect, Sousa says, “The concept we have worked on is ‘idea to fruition’. All the commercials whether it be the print, outdoor or the TVC, which has a lot of computer graphics, will revolve around this theme.”
Yes Bank has allocated Rs 1 crore as budget for the campaign, which comprises five print advertisements targeted at business and trade publications. This will be supported by an outdoor campaign and a TVC that will be aired on all news channels. On the campaign, Rana Kapoor, CEO, Yes Bank says, “The key differentiator for Yes Bank is its knowledge-driven approach and we seek to build strong relationships with all our stakeholders. The tagline ‘Experience Our Expertise’ brings forth this essence. This campaign underlines our emphasis on building public trust in addition to creating awareness about the bank.”