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Bandhan Bank releases a new brand campaign by Ogilvy Kolkata

MediaInfoline September 24, 2018

With Bandhan Bank’s savings account offering 6% interest on deposits over Rs.1 lakh, the objective of this new advertising campaign is to make consumers aim for higher returns from a savings account. In India, we have a penchant to ask for that little extra in almost everything, so why not do the same when it comes to your hard-earned money. The TVC on savings account presents Bandhan Bank as the new earning member of the family, because of the additional returns it brings.

Fixed Deposits play the role of the most reliable and safest financial instrument especially for those who have passed their age of active income. Bandhan Bank offers 8.15% interest (on tenures of more than 18 months to less than 5 years) on Fixed Deposits for senior citizens, making it an extremely attractive Fixed Deposit scheme. With such attractive returns,  the Fixed Deposits at Bandhan Bank seem like ‘fixed earnings’ and add to the financial independence and pride of retired individuals.

The TVC for Fixed Deposit shows an elderly couple indulging in playful banter with their son about how they continue to lead life on their own terms, even after the father’s retirement, with the help of ‘fixed earnings’ – a term they use to describe Fixed Deposits from Bandhan Bank.

Mr Chandra Shekhar Ghosh, MD & CEO, Bandhan BankSavings account and Fixed Deposits have been the most common, safe and preferred banking products among the masses. At Bandhan Bank, deposits help mobilise resources to support the livelihoods of many enterprising individuals who so far have been less privileged in terms of availability of banking services, especially credit. So when you deposit money in Bandhan Bank, you are helping others live more fulfilling lives.

Mudassar Hossain, Managing Partner, Ogilvy Kolkata: While the rates of interest on Bandhan Bank’s savings account and Fixed Deposits speak for themselves, the role of our communication was to make people see the more active side of money, and how a simple change of perspective like ‘earnings’, and not just ‘savings’ or ‘fixed’, can make them look at these financial instruments by Bandhan Bank in a way that is in line with their end objective.

Sujoy Roy, Managing Partner (Creative), Ogilvy: What happens if you can save and earn at the same time? It gives you the freedom to do important things. It allows you to indulge. We had to find a new way to tell these stories. And help people look at two classic savings products, Savings Account and Fixed Deposit, a little differently.

Links to the Film:

Savings Account  – Click here

Senior Citizen FD – Click here


Client :Bandhan Bank

Agency: Ogilvy, Kolkata

Director & Production House :ShoojitSircar ; Rising Sun Films


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