South Indian Bank, a Kerala-based private sector bank, has launched a nationwide multimedia campaign titled “Trust meets Tech since 1929.”
Through this campaign, the Bank aims to create PAN India awareness of its brand and communicate its inherent strengths of being a trustworthy, digital bank catering to all demographic profiles and reinforce its presence in strong markets.
The bank stated the the campaign is aimed at targeting the youth of India, as it believes that millennials play a key role in country’s economic growth.
Conceptualised by Garage Worldwide, the campaign uses the metaphor of sports car racing to communicate the bank’s strength of using state of the art banking technology and blends it with its ethos of ‘Legacy and Trust’.
View the film here:
An official statement from South Indian Bank read, “Today’s consumers are hyper connected and seek convenience, experience, simplicity, safety and speed in banking services. All of this is delivered using the best in class technology. This, coupled with the legacy of trust is where South Indian Bank gets a winning combination. It is this critical messaging that is being communicated by the film in a metaphoric way.”
Excited about the new campaign, Azmat Habibulla, Chief Marketing Officer, South Indian Bank, said, “At South Indian Bank, we wish to endear ourselves to India’s younger audiences and enable our loyal customers to embrace new technologies. We want to become the preferred banker to India’s youth on the back of our digital and tech-savvy operations and the trust instilled in us by our millions of customers and generations of families, over nine decades. Since we originated from India’s Southern parts, we are renowned across the region. We aspire to move beyond our traditional bastions and make ourselves more popular across India. Our PAN India brand campaign with a digital focus will center on our key attributes of trust and technology.’’
Film Credits:
Agency – Team Garage Worldwide
Production House: Darkhorse Media
Director – Ben Jacks
Producer – Chetan Morada
