Mumbai: SBI and the DDB Mudra Group wanted to drive home the positive impact that the bank’s NRI services have on a user’s life and what better theme to showcase this than a big fat Indian wedding.
Featuring a typical Indian modern family comprising of an overtly critical father, a supportive mother, a chirpy bride-to-be and her responsible elder NRI brother; this five- part ad series takes the viewers through situations that every NRI sibling/ child faces when there is a wedding back home.
Right from the first episode where the viewer is introduced to the characters, to the last one, where the celebrations have been successfully completed; each story has a benefit from SBI’s NRI banking servicessubtly spun into the story line.
The series begins with a light argument between a father in India and his New York based son, who is scheduled to come home just two days before his sister’s wedding.
When the father indicates his unhappiness over his son’s absence, the latterreassures him that with his banking needs conveniently taken care of through SBI NRI services, he will be able to contribute more quality time to his family. In the second part, the sister playfully taunts her brother for not being there during her wedding shopping and he surprises her with an instant fund transfer aided by SBI, to help her buy her dream wedding attire. The series finale takes the viewers throughthe son surprising his parents with a new car, bought with the help of SBI easy car loans under NRI services. Each film ends with a tagline – Gharaayentohsirfgharkeliyeaayen’ (Translation- Come home for home).
The appeal of these films have led to them garnering over a million views on YouTube since their launch in Jan 2018.
Quoting on the campaign, Mr. Dinesh Menon, CMO, SBI, said, “Communication of NRI services have mostly been centered around a bank’s international network / presence and the range of services a bank provides. So, it’s largely been at a very rational level.
The insight, based on which this campaign was developed by the DDB Mudra Group truly reflects the consumer truth of what an NRI goes through when s/he visits India on holidays. Quite a bitof their holidays is wasted tending to their banking needs – be it a new home loan, managing FDs and so forth. These films are an attempt at positioning SBI NRI services as a smart, convenient solution. The other objective we intend to achieve through these films is to change SBI’s brand perception among NRIs and raise awareness of SBI’s digital offerings. Early feedback has been very encouraging from all quarters.”
Quoting on the campaign, Shagun Seda, Group Creative Director, DDB Mudra West said, “Everybody knows what SBI does, but what people don’t know is the subtle ways in which it touches our life and makes it easier. This becomes even more evident when you are working and living abroad. So instead of selling the NRI services to customers, we sold them a relatable family, a tricky situation and then everything else just fell into place.
Agency: DDB Mudra Group
Creative: Shagun Seda, Manish Darji, Rahul Mathew, Fritz Gonsalves, Prasad Rao, Durgesh Singh, Apoorva Sharma, Akshay Keluskar
Account Management: Sanjay Panday, MakarandGholba, Mousumi Haldar, Zenia Patel
Accounts Planning: Amit Kekre, Toru Jhaveri, Sanchari Chakrabarty
Films: Vishal Sane, Siddhi Bhopale