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Advertising’s Wedding Campaign Urges Youth to “#PlayYourPart”

MediaInfoline November 30, 2016
Share, India’s leading financial marketplace, today unveiled a video ( as part of their unique digital campaign for the wedding season, #PlayYourPart. The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding. BankBazaar, as a youthful and disruptive brand, has always tried to bring about a change in the way people think about finance. With this #PlayYourPart campaign, the company aims to disrupt the traditional mentality when it comes to financing weddings.

Today, consumers are more independent. The youth now have a better purchasing power and they desire a better lifestyle and independence. People feel more empowered now and as a result, a growing number of individuals are now taking financial decisions independently – be it buying their first vehicle, planning an international trip, or in some cases, even buying their first home. However, one tradition that is still massively prevalent is when it comes to wedding time. It is still the parents who dip into their life savings to fund their children’s weddings. Through this #PlayYourPart campaign, BankBazaar aims at changing this mindset of the youth of this generation.

While describing the concept, Prince Thomas – Head Brand Marketing at said: “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”

Speaking about the digital campaign, Adhil Shetty, CEO & Co-founder, said: “Wedding seasons are a busy time with a lot of traction from customers across the country looking for financial products across categories. So this was the right time for a campaign that underscored the emotions of the season and made the viewers connect with an idea that is empowering and disruptive at the same time – that of funding at least part of your wedding yourself. We believe this campaign will help us build a connect with the right audience at the right time in the right manner.”

The new digital advertising campaign will go live on 28th November, 2016 and will be promoted across various digital platforms like Facebook, Twitter, YouTube, and Instagram.

The New Indian Wedding – #PlayYourPart’s new digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head. During his 17 years of stint with Ogilvy, Manoj has conceptualized campaigns for various leading brands including Cadbury, Fiat, Bajaj, and Castrol.

Speaking about the concept, Carl Savio, CCO, Bluebot, said: “The minute I heard the brief from the BankBazaar team, I knew instinctively that we were on to something very powerful. When you realize that the average Indian middle-class family has to spend approximately one fifth of their life-savings to get their children married you know that something needs to be said. It’s time to tell youngsters to step-up and help their parents in whatever way they can.”


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