Omi Vaidya and Shruti Seth in IndusInd Bank's new ad campaign
Omi Vaidya, who grabbed attention with his role as Chatur in the Aamir Khan-Kareena Kapor starrer 3 Idiots will be appear in a television advertisement campaign for the first time in a series of three ads for the private sector IndusInd Bank.
The ads, which are meant to push the bank's various services such as mobile alerts, online payments and Ready2Use savings accounts kit, are set to go on air from February 26.
Vaidya will feature in ads with Shruti Seth, popular television actress who has acted in Comedy Circus and Rishtey.com.
The campaign will target potential customers from across age groups and genders. "The thought behind the campaign is to use subtle humour to highlight IndusInd Bank's world-class services like Mobile Alerts, Online Payments and Ready2Use Savings Account Kit, designed to make banking a hassle-free and pleasurable experience," it said.
They have been directed by Imtiaz Ali, who has helmed successful films like "Jab We Met" and "Love Aaj Kal".
"The ad campaign is aimed at tickling hearts (and minds) of viewers to establish the brand and its superior customer-centric services in humourous, fresh and heartfelt manner," a press release from the bank said.
"This ad campaign takes ahead our initiative to reposition IndusInd Bank as a young, energetic and responsive brand," Mr Romesh Sobti, MD & CEO of IndusInd Bank, said.
The three ads show how Vaidya and 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.
"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 the values of confidence, progression and dynamism," he said.
Mr. Sumant Kathpalia, Head-Consumer Banking, IndusInd Bank said, "The new advertising campaign focuses on our customer friendly services.All the ads, in addition to the humour, are giving the core message of IndusInd Bank’s commitment to provide a world- class banking experience."
Mr. Mohit Ganju, Head – Marketing, IndusInd Bank said, "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 humor will definitely help us break the clutter and create some disruptive communication.
IndusInd Bank has taken up an aggressive brand-building programme since last year, when it undertook its first ever mass media campaign. Since then, it has been consistent in communication through television, radio and outdoor and print advertising.
RK Swamy BBDO, New Delhi is the creative agency for the campaign. The campaign has been conceptualised by P S Mann, Creative Director, RK Swamy and the script has been put to light by Ankur Suman, Creative Group Head of the agency.
IndusInd Bank plans to roll out the campaign in almost all the popular TV Channels of the country between March and April. The campaign is in Hinglish language and it will be released in regional languages on all the regional channels. Estimated media spends for the TV Campaign is Rs. 5 crore, the release added.We had chosen Imtiaz Ali to direct the ad films and he has done full justice to the endeavor. 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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