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SBI rolls out a mini web-series for its NRI Banking services
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ndia's diaspora population is the largest in the world with over 15 million Indians living abroad, according to a United Nations survey in 2017.

In chasing their dreams by living far away from home, NRIs often bear the pain of missed moments with their families. This desire to spend time with their families is what drives their much anticipated trips back home. In reality, however, NRIs often find themselves spending most of their time in a completely unexpected place – the bank, taking care of their financial chores. Digital banking, for many NRIs travelling back home, has substantially reduced their time spent on financial transactions making it a preferred choice of banking.

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 services subtly spun into the story line.

Watch the campaign here.

Quoting on the campaign, 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 bit of 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.
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