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IndusInd Bank unveils new ad campaign

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Mumbai: IndusInd Bank has unveiled a 360 degree ad campaign to communicate three of its services -- cash-on-mobile, direct connect and quick redeem service.

The creative agency that has worked on the campaign is RK Swamy BBDO. The estimated media spend for the campaign is around Rs 150-200 million.

The company has launched a series of three TVCs which are directed by Imtiaz Ali. The ad films feature Bollywood actors like Neetu Kapoor and Jimmy Shergill.

The ad campaign aims at establishing the brand and its superior customer-centric services in a fresh and lively manner.

Through this campaign the bank reinforces its focus on innovative banking based on the philosophy of ‘Responsive Innovation’. The bank had launched three innovative services last year - Choice Money ATM, Check-on-Cheque and 365 Days Banking.

Cash-On-Mobile enables customers to transfer money to anybody (including himself) irrespective of whether the beneficiary has an IndusInd Bank account or not from the mobile application to the beneficiary’s mobile number. The beneficiary can withdraw the funds from IndusInd Bank ATMs without using his debit or ATM card.

Direct Connect is a Phone Banking service which allows IndusInd Bank Exclusive customers to speak to the phone banking executive directly without going through the IVR.

In Quick Redeem Service, IndusInd Bank credit card customers can redeem their reward points on every transaction instantly by sending an SMS.

IndusInd Bank head- consumer banking Sumant Kathpalia 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. These new services are focused on un-met client needs and are an outcome of extensive customer research."

IndusInd Bank head marketing and communication Mohit Ganju added, "This ad campaign has been built on strong consumer insights and we have used interesting situations to deliver the different service messages. The choice of casting (Neetu Kapoor, Jimmy Shergill) and subtle humour 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 & mileage from this ad campaign."

TV, Out-of-Home, Radio, digital and Cinema have been considered as an integral part of this campaign.

Media Direction is the media agency. The campaign will be on air for a duration of 8 weeks.

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