MxMIndia

Tag: IndusInd Bank

  • Films have been conceptualised and executed by Leo Burnett India

    IndusInd campaign for MCWC23

    By Our Staff

     

    IndusInd Bank has introduced a brand campaign aimed at promoting its hyper-personalised financial app, Indie. It is conceptualised and executed by Leo Burnett India.

     

    Speaking about the campaign, Charu Sachdeva Mathur, Head – Digital Banking & Strategy (Existing Business), IndusInd Bank, said: “The new brand campaign reflects IndusInd Bank’s unwavering commitment to customer-centricity and the advancement of the Bank’s Digital 2.0 journey. With Indie, we’re revolutionising banking into a seamless and tailored experience, where ` individual needs and preferences take centre stage. The campaign symbolizes our mission to redefine the everyday banking experience, simplifying it and making it more convenient.”

     

     

  • The campaign communicates about products and services that are relevant during the current time

    IndusInd Bank’s new campaign

    By A Correspondent

     

    IndusInd Bank has unveiled a three-part digital campaign that communicates about its products and services that are relevant during the current time. In a fun way.

     

    Notes a communique: “Coupled with some fine nuances of ventriloquism, the first film explains the convenience that IndusInd Bank offers to its customers through its state-of-the-art Video KYC service. The second film scheduled to be launched around Diwali talks about the various offers by IndusInd Bank credit and debit cards carrying the premise of ‘Dil ki spending kyu rahe pending’. And, the third film is about India’s first social distancing credit card – Nexxt which comes with buttons on it. The card helps customers make transactions without coming in physical contact with anyone thereby maintaining social distancing.

     

     

  • The campaign takes inspiration from the 25-year-olds of today

    IndusInd Bank launches new campaign to celebrate turning ‘#Just25’

    By A Correspondent

     

    IndusInd Bank announced the launch of a multimedia campaign to commemorate the completion of the bank’s journey of 25 years.

     

    Speaking on the campaign, Anil Ramachandran, EVP & Head, Marketing and Retail Unsecured Assets at IndusInd Bank said: “2019 is indeed a celebratory year as IndusInd Bank turns 25. Our #Just 25 campaign embodies the many attributes of who we are and what we have achieved in our wonderful 25-year journey. There is an exuberance and joy at what we have achieved, but more importantly there is a sense of anticipation and promise of what lies ahead. The campaign underscores our constant commitment to our customers over the years. It throws light on how we, in our own way, are trying to make a difference to the wonderful community that we are a part of while steadfastly focusing on our core mission of making banking truly convenient .This milestone provides us an opportunity to both reflect on our past, and to look forward to the rich promise of an even brighter future. We continue to remain mindful that the world is an ever-changing place, and if anything, we must continue to stay young and relevant. We strongly believe that our passion for delivering unique and innovative banking solutions, and our inherent commitment to putting our customer at the heart of all that we do,  will continue to be our driving force for the next 25 years.”

     

    Also added, Ankur Suman, Principal Consultant and Creative Head, R K Swamy BBDO: “In a category that loves to flaunt legacies and play the ‘we fulfil your dreams’ song, IndusInd Bank has emerged as a distinctly youthful, innovation-oriented brand. So its 25-year celebration had to be different from the regular ‘silver jubilee’ approach. We looked at this milestone not as a 25th anniversary, but as a 25th birthday! At 25, IndusInd Bank shares the spirit of 25-year-olds who are making a positive difference to the world around us; who proudly say, we’re just25!”

     

     

  • Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support

    IndusInd’s “JeetkaHalla” looks to support para-athletes

    By A Correspondent

     

    IndusInd Bank in association with GoSports Foundation has launched “JeetkaHalla” – a campaign to support the para-athletes under the Para Champions Program. Espousing the cause, IndusInd Bank aims to bring to light their contribution to the country by creating a nationwide movement of support.

     

    This campaign,which highlights the achievements of the para-athletes and the rigour of their preparation for achieving success in the international stage, showcases the brand as a thought leader working within the community to bring about a positive change. The campaign creates a strong positivity for the bank and positions it as a responsible and socially-conscious organisation which supports good and unique causes, with the aim of giving back to society.

     

    Through the campaign, IndusInd Bank unveiled a heartwarming, and inspiring Anthem which showcased the grit and spirit of para-athletes, and through the Anthem, the Bank conveys the message that it is time for the viewers to cheer and support the unsung para-athletes.

     

    To give this cause its moment under the sun, IndusInd Bank has embarked on a multi-media campaign that will create the impact and help in mobilising the momentum of seeking encouragement for these heroes.

     

    There will be non-stop media blitz over a period of a month on digital, cinema, radio and subsequently television platforms. The three minute anthem has been conceptualized by AnkurSuman, Principal consultant and Creative head, RK Swamy BBDO and it is directed by Amit Roy, known for his works on films Sarkar and Sarkar Raj. Bakery Films has produced the Anthem. Lodestar UM is the media agency of the Bank.  The anthem is sung by PankajAwasthi and its lyricist is Pankaj Bora, RK Swamy BBDO.

     

    Anil Ramachandran, Head – Marketing & Communication, and Head – Retail Unsecured Assets, IndusInd Bank, said, “While we are passionate about sports and proud of our sporting icons, we believe that we need to cast the spotlight on other sporting heroes — the para-athletes — and their amazing talents. The ‘JeetkaHalla’ campaign asks people to support and cheer our nation’s para-athletes and recognise their contributions, strengths and passion for their sport. The campaign showcases their hard work, grit and perseverance and highlights all that they have achieved. This campaign brings to focus the phenomenal abilities of these great sportspeople.”

     

    Sanjeev Anand, Country Head – Commercial Banking and in-charge of Sports Vertical, IndusInd Bank, added: “We, at IndusInd Bank, believe that a person can either spend his or her life focusing on the disadvantages or work hard to overcome them and reach full potential. Through our unique campaign, we are providing para-athletes with much-needed impetus to compete and excel in the sports arena and through the inspiring anthem, we are trying to build in empathy, and appreciation for their efforts which often go unnoticed. IndusInd Bank is the only brand to take up the cause of the para-athletes.”

     

     

  • Ads Feature brand endorser Farhan Akhtar and actor Boman Irani

    IndusInd Bank launches new campaign on ‘Fingerprint Banking’

    By A Correspondent

     

    IndusInd Bank has launched an integrated advertising campaign to unveil its innovative service ‘Fingerprint Banking’. IndusInd Bank is the first bank in the country to launch this service where customers can do end-to-end banking transactions on its Mobile Banking app ‘IndusMobile’, by using just their fingerprint. The campaign features Farhan Akhtar, brand endorser for IndusInd Bank and multitalented actor Boman Irani.

     

    ‘Fingerprint Banking’ service has been launched after studying consumer behavior and insights on remembering complicated and lengthy passwords. It was found that customers tend to forget their passwords and resetting them again was a lot of trouble. With fingerprint banking, consumers can afford to forget passwords forever.

     

    Apart from fingerprint, the mobile banking App also has functionality of ‘Swipe Pattern’ which can be set as a security identifier to conduct mobile banking transactions. This ensures that customers across all smart phone devices can do their banking transactions seamlessly without entering passwords.

     

    Launching the campaign, Sumant Kathpalia, Head – Consumer Banking, IndusInd Bank said, “This advertising campaign from IndusInd Bank embodies a blend of strong consumer insight and interesting slice of life situations with subtle humor. The launch of this service has further strengthened the core brand philosophy of Responsive Innovation. We are glad that Bollywood’s two seasoned actors have associated with us and have enhanced the effectiveness of this ad campaign”.

     

    Ankur Suman, Principal Consultant & Creative Head, RK Swamy BBDO commented, “As always, IndusInd Bank has come up with yet another unique, differentiated service. So the communication needs to be potent enough to create the right degree of buzz amongst consumers. While we have demonstrated the convenience of Fingerprint Banking clearly, we have retained the zippy energy and humour that have given the brand’s communication a distinguished identity over the years.”

     

    IndusInd Bank has adopted a well synergized multimedia media approach for this campaign. While TV will be the lead medium of the campaign, effective digital media will engage and connect with the digital savvy audience.  Other mediums will also be used along with the key mediums in order to create a ‘surround sound’ of the communication. The estimated media spends of the ad campaign is approximately Rs. 15 crores.

     

  • Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India

    RK Swamy unveils new campaign for IndusInd Bank

     

     

    RK SWAMY BBDO has unveiled another campaign for IndusInd Bank that focusses on its new innovation – Video Branch. Video Branch is a first-of-its-kind service in India and the right communication is key to its success in India.

     

    Sunil Kukreti, Senior Partner, R K SWAMY BBDO said, “IndusInd Bank is credited with setting benchmarks in the banking industry and over the last few years, R K SWAMY BBDO has been consistently churning out clutter-breaking communication for IndusInd Bank. The current TVCs explains how one can use Video Banking instead of the visiting the branch or phone banking. Farhan Akhtar is the protagonist, who explains the benefits of a Video Branch and retains the ‘slice-of-life humour’ that IndusInd campaigns are now known for.”

     

    The campaign has been extended to all other medium including Radio, OOH, Print, BTL and Digital.

     

    Commenting on the campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest ad campaign incorporates strong consumer insights and humorous situations to deliver the service message. Our association with Farhan as a brand endorser is set to strengthen the Bank’s communication towards its core philosophy of ‘Responsive Innovation’, reinforcing our brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand.”

     

  • The Bank has inked the deal with Farhan Akhtar as part of a well-structured brand strategy which intends to position the bank as a 'high street' brand

    Farhan to endorse multiple features for IndusInd Bank

    By A Correspondent

     

    IndusInd Bank has signed up Bollywood personality Farhan Akhtar to endorse the brand. The association with the multi-talented actor kicks off with a new advertising campaign designed to communicate the bank’s latest innovative proposition ‘Video Branch’. The Bank has inked the deal with Farhan Akhtar as part of a well-structured brand strategy which intends to position the Bank as a ‘high street’ brand.

     

    The Bank will be adopting a 360 degree integrated marketing approach to propagate the service message. The new advertisement has been directed by Gajraj Rao, a noted ad film-maker. R K Swamy BBDO, New Delhi is the creative agency for the campaign and Lodestar UM, New Delhi is the media agency of the Bank. While television takes the main lead, there will be strong presence of campaign on digital channel including social media through interesting virals, video content and user generated posts. The advertisement will be on air for duration of 6-8 weeks. Estimated media spend for the campaign is around Rs. 15 crore.

     

    The launch of IndusInd Bank ‘Video Branch’ is in line with the bank’s ingrained theme of Responsive Innovation. Video Branch allows IndusInd Bank customers to perform banking transactions via a video call without visiting the branch. The service is a purely video-based channel connecting customers on mobiles and desktops to staff representatives for face-to-face communications. Currently Video Branch is available for Android (2.3 and higher) and Apple mobile devices (iOS 6, 7 and higher) in the respective App Stores.

     

    Commenting on the proposed campaign, SumantKathpalia, Head – Consumer Banking, IndusInd Bank said, “Video Branch is yet another extension of IndusInd bank’s theme of ‘Responsive Innovation’ and a further reinforcement of our commitment to offer best-of-class services and convenience to our customers. This service is an outcome of extensive consumer research and a clear need-gap that was identified over a period of time. Digitisation is the future of banking and we are hopeful that the new service will be immensely useful to our customers.”

     

    Commenting on the upcoming ad campaign, Mohit Ganju, Head, Marketing & Communications, IndusInd Bank said, “The latest advertisement campaign incorporates strong consumer insights and we have used interesting – a bit humorous situations to deliver the service message. Our association with Farhan as a brand endorser is set to strengthen the bank’s communication towards its core philosophy of Responsive Innovation, reinforcing the bank’s brand statement ‘You desire, We Deliver’. Farhan personifies sincerity, new-age thinking and dynamism and is a great fit to the brand. We look forward to synergizing with him in the bank’s journey to establish itself as a high street brand.”

     

    In the recent past, IndusInd Bank has launched a host of innovative services like My Account My Number, Choice Money ATMs, Check-on-Cheque, Cash-on-Mobile, Direct Connect, Quick Redeem Service and 365 Days Banking. All these unique services have been widely publicized and have been well appreciated by the customers.

     

  • IndusInd Bank owns the branding rights of Rapid Metro Station for 5 years

    IndusInd Bank Cybercity station inaugurated in Gurgaon

    By a correspondent

     

    IndusInd Bank and Rapid Metro Gurgaon Limited (RMGL) have announced the inauguration of IndusInd Bank Cybercity Rapid Metro Station recently. This is the first and the only metro station in the country which has been named and branded by a bank, thus making it an excellent example of transit mode of advertising in India opted by IndusInd Bank. The Bank and RMGL have inked a 5-year contract for naming rights of the metro station.

     

    IndusInd Bank Cybercity station has a rich aesthetic and artistic feel to it as the interiors and exteriors of the station don the brand colours conveying the inherent brand values of the Bank. The grand illustrations at the station have brought alive the great heritage of one of the oldest civilisations of the world – the Indus Valley civilisation from where the Bank derives its name and inspiration. The metro station is strategically located in the heart of Cybercity, which houses CyberHub and many other key commercial establishments of Gurgaon. The station runs parallel to National Highway 8 (NH-8) and is visible to the commuters of the highway.

     

    The smart messaging across the station can be related to the new age banking requirements of the millennium city. The Bank has installed two ATMs inside this station. All the other Rapid Metro Stations have been provided with at least one ATM by the Bank.

     

    RomeshSobti, Managing Director & Chief Executive Officer, IndusInd Bank said, “It is a matter of pride for IndusInd Bank to get associated with such a novel project in the millennium city. IndusInd Bank Cybercity station is happy to showcase & enhance its brand quotient in Gurgaon, which happens to be a high priority market for the Bank.”

     

    Speaking on the launch, SanjivRai, Managing Director and Chief Executive Officer, Rapid Metro Gurgaon Ltd. said, “We are very happy to have received overwhelming positive response from corporates on this branding model and we are delighted to be associated with IndusInd Bank. We are confident that commuters will appreciate this synergy and both Rapid Metro and IndusInd Bank will continue to drive value in the long-term. This is one of the important stations of our Phase-1 and within the first quarter of operation we expect this station to have one of the highest foot-fall. We assure our riders that we will continue to provide them with the best of our services in many more times to come.”

     

  • Full marks to IndusInd Bank for thinking out of the box. However, the below average execution doesn't do justice to the unusual promise.

    Debrief: IndusInd Bank: Offbeat approach works

    By Anil Thakraney

     

    Intriguing offer from IndusInd Bank. Their new ad is based on just one promise: We will offer you the account number you desire. Bollywood’s character actor Sharman Joshi has been hired to do the honours.

     

    Joshi is stuck on the number 30, because he considers it to be his lucky number. The ad tries to make this funny, as Joshi is pleased when his son scores only 30 percent marks in the exams. He desperately tries to fit into a trouser that’s size 30 inches. And so on.

     

    Must say I was a bit flummoxed when I first saw the ad. IndusInd Bank isn’t offering efficient service or higher interest rate or expert advice. They are offering an account number, which is the least of my concerns. Later I gave it a thought and felt they might be doing the right thing. Because all other banks make the expected promises, this bank is appealing only to the superstitious in us. And when you think about it, it makes sense because India is a nation of many superstitions, and ‘lucky number’ tops that list. The fact that so many people pay through their noses to get hold of the ‘right’ number for their vehicle is a clear indication of that. Full marks to IndusInd Bank for thinking out of the box.

     

    However, the below average execution doesn’t do justice to the unusual promise. The treatment is laid-back, the jingle is boring and the humour quotient is low. They could have conceived totally hilarious situations with the crazy obsession people have with numbers, and perhaps many short ads was the answer. And Joshi, instead of adding value, dilutes the overall impact. They didn’t need a celeb at all, the innovative offer is the real star! And that’s the only celeb the ad needed.

     

    Rating: (On a scale of 1-5): 3. Refreshing promise. But execution gets only 30/100. 🙂

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • I like the strategy. Rather than use the tried and tested route of boasting about Thomas Cook's great work, better to make fun of the rivals

    Debrief: IndusInd Bank: Dull and annoying

    By Anil Thakraney

     

    A rather exasperating campaign from IndusInd Bank. I know this is feature-based advertising, but that’s no excuse, really.

     

    The commercial I watched features Bollywood veteran actress Neetu Singh and young actor called Jimmy Shergill, who plays her son. Promoting ‘Cash-On-Mobile’, it has Singh shopping for a surprise gift for her son. In a rather haughty manner, she dismisses all the shop assistants, constantly claiming that ‘I know everything’. At the cashier’s desk the bravado vanishes when she realizes she’s broke. She calls her son for help, who in turn transfers money to mommy instantly, via IndusInd Bank, of course.

     

    There are multiple problems with this ad. To begin with, the actress’s continuous drone grates the ears; this is not humour, it’s irritation for the viewer. If you find Singh continuously shouting ‘I know everything’ to be funny, you need help.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=B7GBhH4XO1g[/youtube]

    Two, the ad is totally literal and predictable, therefore it has zero entertainment value. Waste of expensive movie actors. And finally, Ms Neetu Singh is a rarity in advertising. So to cast a man who’s not her son in real life jars a bit. A better idea would have been to not use Shergill, they could have cunningly used a voice-over that sounds like Mr Ranbir Kapoor. That would have injected a little charm.

     

    Alas, was not to be.

     

    Rating: (On a scale of 1 to 5): 1. Complete wash out.

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a great ad

    AdStrat: IndusInd Bank Responsive Campaign

    Pranvir Singh Mann, Creative Head,Delhi, RK SWAMY BBDO.

     

    1. Name of the Campaign: IndusInd Bank Responsive Campaign

     

    2. The Brief: Build on the responsive theme by introducing innovative banking solutions

     

    3. Research insights: The core idea was IndusInd Bank is a responsive bank that is ever-ready to innovate in order to help customers lead an easier life. The objective is to establish that IndusInd Bank provides innovative, secure and hassle-free banking solutions.

    IndusInd Bank came up with 3 innovative banking services based on the real consumer insights.

    • The innovative ‘Cash On Mobile ATM’ service to help their customers when caught in an unforeseen emergency. The freedom to withdraw cash from IndusInd Bank ATM when you are without cash or card by just receiving a SMS from an IndusInd Bank customer.
    • Calling and getting connected to a bank’s customer care is a big challenge. IndusInd Bank understood this problem and came up with ‘Call Connect’ which allows the customer to get connected to the Phone Banking executive directly.
    • Generally no one bothers to redeem their Credit Card reward points as it’s a hassle and moreover the redemption process and rewards associated with it are quite ambiguous. IndusInd Bank came up with ‘Quick Redeem Service’ which gives the customer a choice to redeem the reward points on the spot.

     

    4. The thought process behind the creative:

    The creative had to be clutter breaker and highlight the key benefit of the respective service very clearly.

    • Cash on Mobile: To deliver the message through a situation that one can relate to. Thereby, highlighting the main benefit of the service clearly.
    • Call Kabaddi: Create a visual of the hassle that one goes through while calling up the bank. To make people immediately empathize with the protagonist
    • Quick Redeem Service: to exaggerate the benefit and its impact on the customers.

     

     

    5. Media vehicles chosen: Primarily TV, Outdoors, Radio

     

    6. Key issues kept in mind while executing the ad: It was kept in mind that the service message should be brought out clearly and people should not get confused in the delivery and functionality of the service.

     

    7. Does the treatment do justice to the brief?

    Yes

     

    8. What according to you is the differentiating factor about the ad?

    • Cash OnMobileATM: Neetu Singh
    • Call Connect: Visual device
    • Quick Redeem Service: The whole set-up and aura

     

    9. Market and client feedback:

    Have a good feedback from the client:

    Cash on mobile and Call connect: Many customers called the bank for the service related query.

    Quick Redeem Service: Many customers called for query related to reward points redemption

    Overall, we got a great response from the customers.