MUMBAI: Middle East banking group Emirates NBD is looking to take its ‘Truth And Reality‘ brand campaign to the next level in the UAE.

Emirates NBD head group marketing Vikram Krishna said that the campaign was introduced last year and the response has been strong. A 360 degree approach is sued with traditional media like television being used in conjunction with new media.

"The message can be used in different situations. For instance the truth is that we have 50 tax savings plans. The reality is that your child is spoilt for choice," he said.
 
Now the company is looking to broaden the campaign as it launches new products and services. It has introduced cards for the Dubai Metro System. The campaign for this has the tagline ‘Go For It‘ and is being done under the overarching ‘Truth and Reality‘ theme. The card also enables users to get discounts at over 500 restaurants as well as movie tickets. The bank has a four to five year outlook for the Truth and Reality campaign.

"You can contexualise it in many ways. We have used it for Diwali. We are also using it for our national day which falls on 2 December 2011. No competitor uses this language. Our aim is to sound more like a consumer brand. The language should not be technical and complicated."

He says that the campaign has resulted in more people wanting to do business with the bank. Awareness levels have grown. He notes that the UAE is a melting pot. People from different nationalities reside there. Also the bank caters to people who have different levels of financial literacy. Therefore the marketing language is critical. Language has to be simple and transparent. He notes that in these difficult economic times banks have to create an environment of transparency. You have to get across to everybody. Many of them come from different cultural and financial backgrounds.