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Ad Review: IndusInd Bank shells out Rs 12 cr for 3 new campaigns

28-December-2010
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Ad Review: IndusInd Bank shells out Rs 12 cr for 3 new campaigns

How important is it to have the right kind of currency at the right time – this is what the new ad of IndusInd Bank is all about. The ad features actor Ranvir Shorey in a ‘dulhe ka avtaar’ and his transition from a super-excited to a ‘gloomy’ groom after being treated as an ATM machine by the guests. The idea has been conceptualised by RK Swamy BBDO, while FilmFarm has handled the production.

Client: IndusInd Bank
Brand: IndusInd Bank
Agency: RK Swamy BBDO, New Delhi
Medium: Television

The Brief:
IndusInd Bank has unveiled its three-ad campaign to correspond with new services like ATM denomination selection, 365 days banking and cheque images, besides statement of account. The ad campaign went on air on December 24, 2010, with all three of them featuring actor Ranvir Shorey as the main character.

The ad campaign is targeted at customers spread across different age groups and genders. The ads seek to convey to customers the Bank’s focus on being responsive to what they need and how best to serve them.

Sumant Kathpalia, Head - Consumer Banking, IndusInd Bank, explained, “Through this ad campaign, we are taking our ‘responsiveness’ theme to customers and reinforcing our commitment to give best-of-class services in the industry. ATM denomination selection and cheque images along with statement of account are unique features and we are the first bank in India to offer these. These new services are focused on client needs and are an outcome of extensive customer research. All ads, in addition to the humour, give the core message of IndusInd Bank’s commitment to provide a world-class banking experience.”

The Execution:
Rohan Sippy, who has directed all the three commercials, aims to tickle the hearts and minds of the masses to stress on the customer-centric services of the Bank in an enjoyable, spanking new and vivacious kind of manner seeking to convey to the customers that the focus of the bank is to serve them and their needs to the best.

The creatives have been handled by PS Mann, Creative Director, RK Swamy BBDO, while the ads have been scripted by Ankur Suman, Creative Group Head of the agency. The production has been done by FilmFarm. Estimated media spend for the entire campaign has been pegged at around Rs 12 crore. The communications is spread across platforms like TV, OOH, radio, digital and cinema. The campaign will continue for more than four months.

The Final Product:
In the ‘Choice Money ATM’ film, Ranvir Shorey is featured as a groom (Dulha) dressed in a customary sherwani and enjoying his wedding convoy. But he is harassed by the guests at the wedding, who take away the currency notes in the garland that he is wearing whenever they need smaller denomination notes. All this is presented in a lighthearted and enjoyable manner.

Xpert Comments:
Commenting on the ad campaign, Prathap Suthan, NCD, Cheil SW Asia, said, “It’s a pretty hardworking set of films. The campaign obviously is based on the woes of normal customers and the problems they face with their banks. Personally, I think it’s pretty crazy to wait weeks to get information on cheques that one issued. Since the campaign is based on insights from the lives of ordinary people, the agency ought to have enough material to swing many films around it. I think it makes great sense to the larger Indian middle class. Making the campaign lighthearted is good, and that will find empathy with people. Instead of scaling up issues, and making them sound melodramatic, this approach makes for easy consumption. However, I thought there was a need for a last line or tagline for the bank to hold things down to a single peg and I do wish they would run these in regional languages as well, despite the north Indian skew. Overall, the campaign gives me thoughts to consider the Bank, and I am sure they will have a print version that will seek to get people to call in and respond to the campaign.”

Our Take:
This fun-filled, lighthearted ad uses a traditional Indian wedding as its core, and instantly engages the mass audience by connecting with them and looking into a very important service that should be provided by actually each and every bank for their customers.
 

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