MUMBAI: IndusInd Bank has launched a new TV campaign featuring Bollywood actor Sharman Joshi. The ad film has emphasised on the latest innovative idea of the brand ‘My Account, My Number‘.

This new service empowers the customers to choose the Bank account number of their choice for the account they wish to open with the Bank. Now customers can choose up to 10 of 12 digits according to their choice.

The TV commercial showcases Sharman Joshi obsessed with the ‘number 30‘ whether it is his clothing, his son‘s marks on the report card or the AC‘s temperature while watching a cricket match as he believes the number 30 will be lucky for him, but he wishes to have an account number of his own choice.

Commenting on the development, IndusInd Bank head consumer banking Sumant Kathpalia said, "My Account, My Number is an extension on IndusInd bank‘s theme of ‘Responsive Innovation‘ and a further reinforcement of our commitment to offer best-of-class services in the industry. This service is an outcome of extensive consumer research and a clear need-gap that was identified over a period of time. We feel that there is a growing market for this innovative proposition considering the fascination towards special /favourite numbers.

Recently, we have launched a series of market first services -‘Choice Money ATM‘, ‘Cash-on-Mobile‘, ‘Direct Connect‘, ‘Check on Cheque‘ and ‘Quick Redeem‘ services which have set a new benchmark in the Indian banking industry," added Kathpalia.

IndusInd Bank head - marketing and communication Mohit Ganju said, "IndusInd Bank has been credited with setting new standards in the Indian banking industry. The latest advertisement campaign incorporates strong consumer insights and the director, Gajraj Rao of Code Red films has used interesting situations to deliver the unique service message. The choice of casting Sharman Joshi and the subtle humour in the advertisement will definitely help us break the clutter and create some impactful communication. Through this advertisement campaign, we intend to create a strong brand recall and associate customer convenience with IndusInd Bank."

The campaign has been conceptualised and scripted by RK Swamy BBDO senior brand design director Ankur Suman. The agency has rolled out a 360 degree integrated marketing approach to propagate the service message. The campaign includes TV, Out-of-Home, Radio, Digital and Cinema. The advertisement will be on air for duration of eight weeks. The estimated media spend for the campaign is around Rs 15 crore.