Mumbai: This Friendship Day, HDFC Bank wanted to drive engagement among its millennial audience on digital through relatable content. In that vein, Kinnect (formerly known as Social Kinnect, and one of India’s largest independent digital agencies), created a film called ‘Yaari Not Udhaari’ to help reposition the brand to a younger target demographic.
When loan goes bad, relationship also sours! However a large population of consumers continue to borrow money from their family member or friends and land up in awkward situations at the time of payback.
HDFC Bank picked up this insight on Friendship Day and created content that was not just relevant but also relatable to the target segment. Kinnect tied these together to create an engaging video ‘Yaari Not Udhaari’ to show consumers that with HDFC Bank by your side as a dependable friend, you will never face a situation of borrowing money from your family member or friend
So, Kinnect created a 1-minute advertisement that shed light upon the awkward situations and the exaggerated lengths people go to avoid a friend they owe money to. Instead, HDFC Bank was positioned – in an extremely humorous manner – as the one friend a millennial can always depend on. To further amplify the campaign, Kinnect asked people to tag their ‘Udhaari Wala Yaar’ in the comments of the video or share it with them. An influencer friend duo – Viraj Ghelhani & Dhruv Sehgal – also tagged each other to further the #YaariNotUdhaari conversation. The number of shares and people tagging their friends is the exact outcome we were looking for.
This campaign was the perfect example of why “Content is King!”. Since the video was so engaging & relatable, it not only received over 2.5 Million views but was also shared more than 1000 times across multiple platforms. Additionally, people tagged their friends and engaged in witty conversations, while spreading the hashtag, #YaariNotUdhari. All this was achieved in a span of less than 48 hours!
Speaking about this campaign, Chandni Shah, COO of Kinnect said, “Topical content is all the rage these days, but we wanted to create topical content that was also meaningful, spoke to a completely new audience and directly impacted brand recall for HDFC Bank. ‘Yaari Not Udhaari’ did just that. One of HDFC Bank’s five core values is Customer Focus, and this film is scripted and shot from the unique viewpoint of a millennial customer who doesn’t want to mix money and friendship. We’re excited to devise and execute more such creative work for HDFC Bank”!
