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Bandhan Bank and Ogilvy celebrate a different kind of birthday

MediaInfoline August 13, 2020

Through the course of the past five years, ‘Aapka Bhala, Sabki Bhalai’ has become a proverb in its own right. Today, however, the phrase is poised to take a new turn. On the occasion of its 5th anniversary, Bandhan Bank paves the way for ‘Sabka Bhala, Desh ki Bhalai’. A series of three short films reveals Bandhan Bank’s resolution.

For its 5th birthday, Bandhan Bank does not want a celebration, but pledges to be the responsible citizen. Instead of counting well wishes and thanking well-wishers, the bank will make others’ wishes come true. Instead of cutting a cake, it will cut short a hungry stomach’s wait for food. And with its Business Loans, Bhalai for all will make a nation stand tall, even through hard times. In fact, throughout the pandemic and lockdown, Bandhan Bank has supported those in need through its various branches and has also contributed to the relief funds of a few states. It has kept in constant touch with customers on phone to check on their well-being and ensured that banking services are available to them at all times. For its small business loan customers, the Bank also launched two new products specifically aimed at helping them revive the business after the lockdown. These products come with easy repayment terms, even a moratorium till September.

The films on business loans capture stories of people coming together to create small businesses in the middle of the pandemic. The future of a country depends on the well-being of its citizens. The pandemic has severely impacted people, trade and exchanges. It has not only managed to imprison life, but has also resulted in the loss of livelihoods. The only way out of this crisis is through renewed human connections. The ‘Bandhan’ or the bond that promises to build a bridge between people, help new businesses to flourish with hope, resources and opportunities. With the birth of new prospects, the nation will be one step closer to being self-reliant.

Chandra Shekhar Ghosh, Managing Director and Chief Executive Officer, Bandhan Bank: “Bandhan Bank has been built on the philosophy of doing good. Over the years, our commitment to support small businesses has given wings to many entrepreneurial dreams. Even during these tough times, we remain steadfast in our resolve and pledge to support these small businesses which are contributing significantly to the economy of our nation.” 

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy: “Bandhan Bank comes with a history of connecting with and caring for people. With the present circumstances it is clear to us to stand by the people and the nation. It’s small sacrifices that all of us need to make.”  


Client: Bandhan Bank

Agency: Ogilvy, Kolkata

Chief Creative Officer Worldwide and Executive Chairman India : Piyush Pandey

Creative: Sujoy Roy, Dhruv Mookerji, Gour K Mukherjee, Arindam Lahiri, Prasenjit Bera

Account Management: Mudassar Hossain, Ujwal Heffa, Sayak Sengupta, Shourya Ghosh

Account Planning: Amarpreet Singh

Director and Production House: Rajiv Rao; Nirvana Films 

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