Kolkata: Ogilvy Kolkata has created two films for Bandhan Bank’s Home and Business loans. Bandhan Bank Ltd. is India’s fastest growing bank. What sets it apart from others is its vision of inclusivity. Going beyond offering a bouquet of financial services, it encourages one to dream. Bandhan Bank’s newly launched TV ads succinctly convey this message. Through the two TVCs, Bandhan Bank intends to encourage consumers to follow their dreams and take a step towards improving their lives.
The film on business loans conveys the idea that Bandhan Bank doesn’t just provide a loan, it also invests in the customer’s dream and helps it come to life. It charts the story of a woman looking for a saree in a boutique. It turns out that the woman is a Bandhan Bank employee who had sanctioned the loan for the owner to set up the boutique.
The TVC on home loans takes us through the daily trials of people living in rented apartments. It brings to life the compromises they make to comply with the rules laid down by their landlords. The film encourages people to live life on their own terms.
Chandra Shekhar Ghosh, MD and CEO of Bandhan Bank: “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow”.
Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams. And, eventually, inspire them to take the next big step in their lives.
Agency: Ogilvy Kolkata
Creative Team: Sukesh Nayak, Sujoy Roy, Gour Mukherjee, DhruvMookerji, Partha Pal, Angad Singh, AishwaryaKazi.
Account Management: VR Rajesh, Mudassar Hossain, Koyel Mukherjee, TulikaSahu
Production House: Conversation Films
Director: Kamlesh Soni