New Campaign from IndusInd

IndusInd Bank launched three TVCs. Each promotes a new, ‘innovative’ service, and each is delivered with an attention-grabbing, Bollywood angle.

The Bollywood element comes courtesy of the commercial’s director, Imtiaz Ali, and the featured actors, Jimmy Shergill and Neetu Kapoor.

But to start, let’s take a look at the services advertised by IndusInd: ‘Cash-On-Mobile’, ‘Quick Redeem Service’, and ‘Direct Connect’. The bank says that Cash-On-Mobile, which allows customers to make ATM withdrawals without a card, is a unique, first-of-its-kind offering in India.

Direct Connect and Quick Redeem are about service superiority, indicating that with IndusInd, everything is faster and easier.

The TVCs were created by RK Swamy BBDO, and they’re part of a large-scale, eight week marketing effort, incorporating cinema, radio and digital messages.

More than anything else, the advertising works well to establish the IndusInd brand, and the commercials are fun enough to engage without irritating.

The bank says that the new services on offer are a result of in-depth, customer needs research, and that it’s focused on today’s consumers.

It is possible that the messages are a little too simple – especially ‘Tailor’, in which Jimmy Shergill is measured for a suit, that he expects to be stitched and ready immediately – but they do get the ideas across.

After all, what works best here might not be the concepts or even the products advertised – it’s likely that customers will respond most to the confidence demonstrated by the featured cast.

In the ‘Mummyji’ clip, for example, a shopper who ignores all help, insisting that ‘I know everything’ is forced to call her son when she has no cash or card to pay with. Cash-On-Mobile comes to the rescue (along with her helpful son), setting up the IndusInd service as a clever savoir.