ING Bank goes the humour way to deliver its ‘Jiyo Easy’ brand promise

At a time when most marketers across the globe, more so financial institutions, are either struggling to stay afloat or thinking of new ways of cutting costs, ING Bank is going the whole hog by investing in brand building and advertising in India.

by exchange4media Chennai Bureau
Published - Oct 31, 2009 10:13 AM Updated: Oct 31, 2009 10:13 AM
ING Bank goes the humour way to deliver its ‘Jiyo Easy’ brand promise

At a time when most marketers across the globe, more so financial institutions, are either struggling to stay afloat or thinking of new ways of cutting costs, ING Bank is going the whole hog by investing in brand building and advertising in India.

In India, ING Bank, through its Vysya tie-up, has always had a strong presence in the South. Over the next few years, the bank has chalked out ambitious expansion plans for the Northern Indian markets, and Bank’s new advertising campaign is a step towards building salience for the brand across India.

The campaign, primarily driven by television and online media, with three executions, dramatises the benefits of banking with ING. The brand platform for ING Bank in India is ‘Simplifier of life’s financial journey’, and JWT, the creative agency on the account, has spun this brand promise into the tagline ‘Jiyo Easy’.

The first execution is a mutli-storied chase film where a person’s wallet gets stolen and he is seen to be chasing the pickpocket. A few riveting chase sequences later, the campaign reveals a third person chasing the guy who has just lost his wallet, and he happens to be carrying an ING replacement debit card.

In the second TVC, an impressionist father while trying to show off in front of his son, accidentally blows up expensive artifacts in an antique China shop that does not accept any kind of cards because of his adventure with a strange Chinese horn. The creative team has used elaborate sound design in the film to bring alive the humour and exaggerate the need for mobile banking when one travels.

The third film, called ‘The spy who tagged me’, has the story of a shadow in khaki – the friendly neighbourhood postman, who is following a couple around a shopping street hiding in various situations, all because he’s waiting for the man to issue his last cheque leaf and he jumps out of the shadows to deliver a brand new cheque book. The simple story dramatises the automatic cheque cook reorder feature from ING Bank.

Rajesh Gangwani, Senior Vice President & General Manager, JWT Bangalore, explained, “Research showed that consumers perceived banking to be a huge chore. The word itself conjured images of long queues, painstaking processes, lack of transparency, loads of bureaucracy and so on.. Can ING somehow take the pain out of banking, we wondered? And a quick audit of ING’s products and services showed us that it offered features that ensured a hassle-free experience.”

Jiyo Easy, however, was not just an advertising message or claim, said Sonalee Panda, VP Marketing, ING Bank. She added, “It means far more to us, in fact, it is our rallying philosophy – what we have pledged to offer to our customers across the country. While it may seem like a simple promise, we are acutely aware that it is extremely difficult to deliver it on the ground. And to that effect, we have conducted extensive training programmes for ING Bank employees throughout the country to ensure that almost every real consumer interaction with the Bank is an easy and pleasurable one.”

“It is a completely fresh space in the banking category. The key communication themes in the financial services category had always been ROI, growth, trust, partnership, promise of prosperity, relationship, commitment, customer focus, etc. And all of these spaces seemed to have been already taken by others. The challenge for us was to say something that was different and yet relevant,” said Navonil Chatterjee, Vice President JWT, and the planner on the brand.

The campaign was conceived and developed by the creative team of Senthil Kumar, Tina Sachdev and Ratindra Dasgupta and produced by Nirvana Films. The TVCs have been directed by S Ramamurthy.

Commenting on the ads, Senthil Kumar, Executive Creative Director, JWT, explained, “The idea of using humour as a recess for this bloody recession inspired the films. And at the same time, we are talking about value added services that will make banking simpler and easier, saving time and helping the ING customer to ‘Jiyo Easy’. The area was fertile and called for simple stories that made you laugh out loud, but stuck the service bang in the middle of your memory bank. The films highlight some of the easy features of the bank like quick replacement of lost debit card, automatic cheque book re-ordering and mobile banking anywhere. Each commercial picks up one feature and goes on to amplify the consumer benefit of that feature in an engaging way.”

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