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R K SWAMY BBDO introduces Nagging Dwarfs for SBI Mobile Banking

Conceptualizes the highly memorable ‘Naggy Dwarfs’ campaign on TVC and other media; watch the TVC here.

Neha Saraiya | Delhi | July 27, 2011

When the State Bank of India (SBI), India’s largest bank entrusted R K SWAMY BBDO with the task of introducing their new Mobile Banking services, the agency knew they had to do something clutter breaking. The result is the highly memorable ‘Naggy Dwarfs’ campaign on TVC and other media, that highlights the nagging worries of bill payments and the ease SBI’s Mobile Banking brings.

Shailen Sohoni, Chief Operating Officer, R K SWAMY BBDO Mumbai, said “The film is based on the insight that bills payments/money transfers in the hustle and bustle of day to day living is a constant nag until the job is done. State Bank of India has a fantastic mobile banking product that makes this job very easy. The challenge was really how to bring these worries to life in a memorable and interesting way. Using animated miniature characters make the point brilliantly! The fact that they are so cute lifts the film to another level.”

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The 45-second TVC shows dwarf–like characters personifying an aggressive bill collector, a demanding daughter for mobile top-ups and a helpless mother dependent on money transfers. As their nagging reaches a crescendo, during the protagonist’s morning cuppa, he reaches out to State Bank of India’s Freedom Banking Solutions. This puts an end to the worries by using the mobile service to make payments, transfer money and even recharge talk-time for mobile phones.

The TVC was directed by Raj Tambakhu and produced by Lemon Yellow Sun Films is already on air.

Neha@BestMediaInfo.com

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