IDBI Bank has released four commercials, conceptualised by Ogilvy Mumbai, themed 'Bank Aisa Dost Jaisa'. Each of these TVCs focuses on the promise of friendship as the underlying theme, with kids paired up, explaining what their best friends have done for them.
One of the film features a young boy peeling sugarcane for his friend. The girl has lost her milk teeth. Another film shows a girl, when she had a cold and didn't have her kerchief, being helped by her friend who gives her his tie.
The third film shows features a boy and girl sitting in school and the boy saying that everyone calls him motu in school. When he goes to play in the playground or even at his tuitions, people call him motu, except his friend. As soon as he's done with his story, his friend asks him what he had for lunch.
Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather said, "Our initial thrust for IDBI Bank a few years ago had been to tell the world that just because we are a big nation-building bank, does not mean that we are not approachable to address your smallest need. And now when we look at the next step in the evolution of the communication, what better than the universal emotion of childhood friendships to symbolise the role that IDBI Bank plays in its customers' and partners' lives."
Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, "When we started work on the new campaign of IDBI Bank, we were very clear that we are changing the campaign and not the values that the Bank stands for. The idea we came up with does exactly this. In an innocent and charming way we are telling people 'What if a bank would do what a friend would do'. When you say something like this, you really don't need to say much more."
Harshad Rajadhyaksha, Group Creative Director, Ogilvy & Mather said, "Crafting dialogues for each one of them was an exercise. We wanted moments from a child's world, because anything else would have been unfair to the campaign and fake. In one film a kid says, "One day my pant tore in school and my friend walked behind me all day to cover me." It had to be as honest and as silly as that."
Watch the Gaana TVC here.
Watch the Motu TVC here.
Watch the Torn Pant TVC here.
Executive Chairman and Creative Director, South Asia: Piyush Pandey
Vice Chairman and Country Head - Discovery and Planning: Madhukar Sabnavis
National Creative Director: Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
President - Geography Head, Mumbai & Kolkata: Navin Talreja
Business Head: B Ramanathan
Client Servicing Director: Makarand Nadkarni
Account Supervisor: Kunal Dangarwala
Production House: Curious
Director: Vivek Kakkad
Associate Director: Aarati Kakkad
Producer: Shahazad Bhagwagar
Updated Date: Dec 21, 2014 04:34:41 IST