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IndusInd Bank to unveil new advertising campaign

MUMBAI: IndusInd Bank is set to unveil its new advertising campaign, a series of three ads, to communicate its services to consumers such as mobile alerts, online payments and ready2use savings account kit.


Media Direction is the media agency for this ad campaign. The ad campaign is in Hinglish and will be released in regional languages on all regional channels. The estimated media spends for the TV campaign is Rs 50 million.


The ad campaign, which will go on air on 26 February 2010, features Omi Vaidya (Chatur of 3 Idiots fame) and Shruti Seth (TV actress of Comedy Circus & Ristey.com fame). 
 
RK Swamy BBDO, New Delhi, is the creative agency for the campaign. The campaign has been conceptualised by RK Swamy creative director PS Mann and the script has been put to light by Ankur Suman, creative group head of the agency.


Directed by Imtiaz Ali, the ad campaign targets customers from across age groups and genders. The thought behind the campaign is to use subtle humour to highlight IndusInd Bank‘s services, designed to make banking a hassle-free and pleasurable experience.


Says IndusInd Bank MD & CEO Romesh Sobti, "This ad campaign takes ahead our initiative to reposition IndusInd Bank as a young, energetic and responsive brand. This year is going to be the year of brand building for IndusInd Bank and we will witness consistent campaigns and other branding initiatives talking about product and service innovations. IndusInd Bank aims to transform into a bank for the rising Indian, imbibing values of confidence, progression and dynamism."
 
The three TV commercials show how Omi Vaidya and Shruti Seth, who play a young married couple (Mr & Mrs Chowgle), respond to each other during their day to day conversations. Each conversation between the two is humorous and ends with a focused message about one of the services which is offered by the bank. Each situation is a metaphor to communicate the service proposition.


Says IndusInd Bank head-consumer banking Sumant Kathpalia, "The new advertising campaign focuses on our customer friendly services like mobile alerts, online payments and ready2use savings account kit. All ads, in addition to the humour, are giving the core message of IndusInd Bank‘s commitment to provide a world- class banking experience."
 
IndusInd Bank has been aggressive in its brand building programme since last year. As a part of the brand building exercise, the bank has taken many initiatives for connecting up with customers and enhancing the visibility quotient.


Says IndusInd Bank head - marketing Mohit Ganju, "This ad campaign is built on strong consumer insights and each of the situations depicted in the ads are a slice of life and extremely relatable. The choice of casting and humour will definitely help us break the clutter and create some disruptive communication. We had chosen Imtiaz Ali to direct the ad films and he has done full justice to the endeavour. Omi and Shruti really got into the characters and did a great job. IndusInd Bank as a brand will get more recall and mileage from this ad campaign."
 

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