Ad Review: Bank of India giving wings to middle-class dreams

Ogilvy & Mather’s three-campaign push for Bank of India reiterates the ‘real relationships’ peg of the bank.

e4m by Shubhangi Mehta
Updated: May 18, 2011 9:09 AM
Ad Review: Bank of India giving wings to middle-class dreams

Client:     Bank of India
Brand:    Bank of India
Agency: Ogilvy &Mather
Medium: Television

The Brief:
The message for Bank of India has always been easy to relate to. The earlier corporate campaign for Bank of India, ‘Rishte kai tarah ke hote hain’, was about real relationships. It further established Bank of India as an organisation that understood the many sides of relationships. This product-led campaign, which is primarily insight led, is basically an extension of that and echoes the same tone.

The Execution:
The three ads as part of the latest campaign have been conceptualised by Ogilvy& Mather.

“The Bank of India campaign doesn’t stick a finger in your eye to say notice me. Working rather differently from standard advertising, it enters your mind space like a family member, never intrusively, but gently, and then suddenly endears itself to you in that shining moment when you see yourself reflected in it,” elaborated Sumanto Chattopadhyay, Executive Creative Director, South Asia.

“The truth is that married couples in India have to huddle in unfriendly corners and grab romantic moments outside because their home is probably bursting at the seams with people. Half the couples you see at the Sea Face are married. Tragic, but true. That’s the insight that led to the home loan ad. All the other ads came from similar insights,” said Louella Rebello, Creative Director on the brand.

The Final Product:
It is a four-ad campaign for home loan, auto loan, SME loan and education loan. The education loan film will be released soon.

Xpert Comment:
Commenting on the ads, Nilesh Vaidya, ECD, Network, said, “I really liked the Home Loan and SME Loan films. The surprise of finding out the couple is really married and facing a shortage of privacy made me smile. While the feeling of being unappreciated and knowing you can do a better job than your boss really touched me – I’m in creative, after all! But the Car Loan film left me cold. It shows reality, but nothing more than that.”

Our Take:
The Bank of India campaign is based on the simple fact of basic necessities in life. Something that can totally be connected with middle-class families in India, which constitute a large chunk of Indian consumers. The ads deal with all the sweet and simple basic human requirements.

National Creative Director: Abhijit Avasthi
Executive Creative Director: Sumanto Chattopadhyay
Creative Director: Louella Rebello
Creative Team: Louella Rebello, Mayur Varma, Karn Singh
Client Servicing:
Senior Vice President: Asheesh Malhotra
Servicing Team: Yuvraj Singh, Lynette Crasto
Client: Bank of India

R. Sampath, M.Shanmugam
Production House: Dungarpur Films
Director: Shivendra Singh Dungarpur
Music: Amar Mangalurkar

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