TLDR: South Indian Bank launched a digital film for Onam, emphasizing its brand promise of “Investing in relationships” and encouraging Malayalis to return home for the festival. The campaign highlights cultural connections and has garnered over 5 million views.
South Indian Bank has unveiled the Onam film, placing relationships at the heart of its festive storytelling. The film makes a heartfelt call to every Malayali, wherever they are, to come home for Onam.
For South Indian Bank, festivals are more than just celebrations. They are opportunities for making cultural connections, moments to reaffirm the values of togetherness and belonging. With its roots in Kerala and a pan-India presence, the Bank has always seen itself as a family, where customers are not just account holders but part of relationships that often span generations.
“Onam, which signals the start of the festive calendar in India, holds a special place in Malayali’s hearts. It is an emotion that binds people across the world to their traditions, their families, and their land. It is this sentiment that South Indian Bank has sought to capture in the Onam campaign. The campaign idea is simple and timeless: “Best returns come from the relationships we invest in” mentioned Sony A, SGM & Chief Information Officer, South Indian Bank.
“At South Indian Bank, our brand promise of ‘Investing in relationships’ goes beyond banking. Festivals like Onam give us the opportunity to celebrate togetherness and belonging. The overwhelming response to our Onam film – crossing 5 million views across digital platforms within 72 hours – reflects the deep emotional connect we share with our customers and the wider Malayali community. Onam is a cluttered time for brands, so our focus was on creating a distinct and compelling narrative with top-notch execution. This is the first of many such narratives we plan to build this year” – Ramesh K P, Head – Marketing, South Indian Bank.
“When it comes to relationships, Onam is Malayali’s biggest fixed deposit. With a brief like ‘investing in relationships’ for Onam we didn’t have to look elsewhere, we looked into our own lives & families and thus was born this endearing musical punctuated by real conversations as ambient sounds “- added Paul Philip, Business Head, Human Stories.
The film was written & produced by Aiswarya Suresh and directed by Brijith Bkv of First Picture Show Company who treated the film as real as real can get.
Believing that every region is enriched by its own festivals and cultural values, South Indian Bank celebrates the spirit of belonging that connects us all. As a national bank, South Indian Bank embraces this diversity and encourages every community to take pride in its heritage. The Onam story marks just the beginning of many such celebrations across regions.
