AU Small Finance Bank (AU SFB) has extended its brand philosophy ‘Badlaav Humse Hai’ with the theme “Soch Badlo aur Bank Bhi”.
The campaign has been conceptualised by L&K Saatchi & Saatchi.
On one of the films of the campaign, a security guard at the bank next door mocks actor Kiara Advani just as she is stepping into her bank. He says, “Madam ko paise se pyaar nahi hai.” To this, an amused Advani replies, “…pyar hai, issliye AU se karaar hai.” She goes on to explain one of the advantages of banking with AU Small Finance Bank: monthly interest payments on savings accounts, instead of quarterly.
The campaign will encompass messaging across three product themes – Savings Accounts, Current Accounts, and Video Banking.
Uttam Tibrewal, Executive Director, AU Small Finance Bank, said, “Extending from our previous brand campaign ‘Badlaav Humse Hai’, which garnered immense appreciation and amplified AU SFB brand presence, we are delighted to launch this latest brand campaign. AU has always believed in capturing customers’ imagination and challenging the status quo to deliver what they actually desire. This new brand campaign reflects that ideology and is tailored to resonate with the evolving aspirations of our customers. Recognising the paradigm shift in the role of women in financial decision making, we are elated to continue with Kiara Advani personifying our brand ethos. Our vision transcends beyond conventional banking – we are here to give complete banking through financial journeys that are convenient, accessible, modern, and attuned to the customers requirements. Our message is to empower every individual with banking like never before. The ‘Soch Badlo, aur Bank Bhi’ campaign celebrates that change that redefines banking.”
Paritosh Srivastava, CEO, L&K Saatchi & Saatchi & Publicis Worldwide India, added, “AU Small Finance Bank has had an incredible journey over the last six years and gained the trust of millions. It’s the largest SFB in the country. Our philosophy of being the agent of change in the banking industry is at the heart of our success. This campaign builds on the philosophy of ‘Badlav Humse Hai’ and highlights the superior quality of AU Bank’s products which are designed keeping the consumer pain points in mind. It also urges consumers to question their banking choice. AU SFB is already a respected bank. Now, we have to build a powerful brand that will resonate with millions of Indians and transform their banking experience.”
Feedback: [email protected]
