Taking forward its three innovative services launched last year – Choice Money ATM, Check-on-Cheque and 365 Days Banking – IndusInd Bank has embarked on a 360-degree integrated marketing approach to propagate these new service messages. With this campaign, the IndusInd further reinforces its focus on innovative banking, based on the philosophy of responsive innovation.
IndusInd has unveiled a series of three TVCs to communicate its innovative services. The campaign will be on air for a duration of eight weeks. The estimated media spend for the campaign is around Rs 15-20 crore, of which 70 per cent has been invested on the TVCs, 15 per cent on OOH campaign, and 5 per cent each on radio, cinema and digital.
RK Swamy BBDO is the creative agency, Media Direction is the media agency, while Digital Direction is the digital agency for the campaign. The campaign has been conceptualised by Creative Director PS Mann and scripted by Ankur Suman, Brand Design Director and Rashmi Ambastha, Brand Design Manager. The film has been produced by Pi Productions and is directed by Imtiaz Ali.
Elaborating on the core campaign idea, Sumant Kathpalia, Consumer Banking Head, IndusInd Bank, said, “Through this ad campaign we are taking our ‘responsive innovation’ theme to customers and reinforcing our commitment to give best-of-class services in the industry. The ‘Cash-on-Mobile’ and ‘Direct Connect’ services are unique propositions and we are the first bank in India to offer these to our customers. These new services are focused on unmet client needs and are an outcome of extensive customer research .The campaign aims at establishing the brand and its superior customer-centric services in a fresh and lively manner.”
Commenting on the campaign strategies, Mohit Ganju, Marketing & Communication Head, IndusInd Bank, said, “Through this ad campaign we are taking our ‘responsive innovation’ theme to customers and reinforcing our commitment to give best-of-class services in the industry. The ‘Cash-on-Mobile’ and ‘Direct Connect’ Service are unique propositions and we are the first bank in India to offer these to our customers. This ad campaign has been built on strong consumer insights and we have used interesting situations to deliver the different service messages.”
Ganju further said that the choice of casting was critical to the success of the films and how they would deliver the message to the end consumer. “Neetu & Jimmy both suited the characters and even Imtiaz found them apt for the role. They both fit the brand profile and have helped make the films memorable. This will definitely help us break the clutter and create some disruptive communication. This is the second time we are working with Imtiaz Ali and he has done full justice to the endeavour. IndusInd Bank as a brand will get more recall and mileage from this ad campaign,” he affirmed.