By A Correspondent
IIFL Finance has launched its Brand Ambassador cricketer Rohit Sharma to communicate the value and meaning of its credo ‘Seedhi Baat’.
In a series of three TV commercials each featuring a slice-of-life situation, Sharma delivers the message of via commitment, valuing relationships, and honesty.
Said Nirmal Jain, Chairman and CEO of IIFL Finance: “One of the key reasons of IIFL’s success has been in relentlessly keeping our customers’ interest above all else. Therefore, it is important to be absolutely transparent and flexible at the same time. Much like our choice of ambassador in the superbly talented Rohit Sharma who is cherished by the nation for his clean shot selection and effective approach to batting. Even as a leader, he leads from the front. We liked the idea behind the TVCs and resonated well with the campaign thought of Seedhi baat”
The campaign has been conceptualised by Burgundy Communications led by senior ad industry professional Subhrajit Kar. Added Kar: “Seedhi Baat is even more relevant in today’s times when the common man is faced with financial challenges and uncertainty; they need someone who talks straight. Someone who truly partners you and is on the same side of the table.”
The films have been directed by film-maker Rensil D’Silva. Said D’Silva: “Every day. we come across people who either avoid commitment or are not completely honest with us. Using light humour, these three stories present relatable situations, in which we expect but do not always receive honest answers. The idea to integrate Rohit Sharma within the storyline was key to bringing alive the proposition in a credible and memorable manner without being preachy.”