MAM

Education Loan…Bank of India’s latest TVC

Hey!!!



Did you know that Bank of India has appointed tiny little secret messengers to eavesdrop on all those clandestine financial worries that hinder aspirants from dreaming high and then whisper them into the Banker Uncle’s ear so that he can resolve all issues and help them reach the sky?



No!!! Well, you urgently need to check out the latest TVC on Bank of India. Not only does it talk about all those secret agents, but also unveils to you one.



Mr. Jasoos (messenger), the youngest member of the family, confidently and purposefully strolls into the bank to meet his Banker Uncle. He walks up to him and silently whispers into his mature ears the torrid arguments between his father and elder brother that reveal the problems in financing his brother’s college education.



On hearing this, Banker Uncle without more ado lands up at their “troubled” house to calm the situation, armed with the “elixir”; the “life saving” weapon…well, the ultimate education loan.



The boy‘s father is elated at finding the “perfect” solution to his financial worries. His son can now not only aspire to rise in life but also reach glorious heights.



However, there is but one question that keeps stalking Mr. Papa’s mind…how can his long lost banker friend come to such an immediate timely rescue of his when he had not spoken about his predicament even once to him!!!



Well, all of you know where the answer lies…right? It lies in that tiny “chota jasoos”, the little curious messenger, who keeps his Banker Uncle abreast will all the financial worries of his family so that Mr. Banker can come to his family’s immediate rescue.



Whoof!!! Finally the tension has been dispelled and laughter restored once again.



Review: This ad, coming from the house of Rediffusion/DYR, does not scream to reveal the product’s brand proposition; it does not bark out loud any of those inscrutable jargons of funky technicalities; it also does not inflict itself with any possible “power” syndrome.



The ad is absolutely about emotions…it’s about relationships; and that’s where the connect lies. Nowhere in the TVC will you find the product shouting about its “exclusive” qualities. Rather, you will only witness the “calm and patient” creative work silently enlightening the viewers with the “intentions” of the product…building life long relationships with its customers and saving them from all worries.



Well!!! No fire breathing stands, no funny lines – its what-you-see-is-what-you-get. After all, in a world that’s all about people connecting and sharing, why say no to lifelong relationships?


Agency: Rediffusion/DYR, Mumbai
Production house: Red Ice
Running time: 60 seconds
ITV rating: * * * * *

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