Print

SBI Cap Securities plays the simplicity card

Conceptualised by Rediffusion Y&R, a series of six ads breaks down the jargon associated with the category and simplifies the features of the product in a distinctive style

BestMediaInfo Bureau | Mumbai | January 19, 2016

SBI-Cap

Click on the image to watch the TVC.

Rediffusion Y&R, which recently won the SBI Cap Securities account following a multi-agency pitch, has created a campaign series that breaks down the jargon associated with the category and simplifies the features of the product in a distinctive style.

The series of six ads features a kid brother and his sister in everyday situations. The essence creates a high recall value and brand identity, while focusing on the benefits the brand has to offer.

Sreejith Kodoth

Sreejith Kodoth

Commenting on the campaign, Sreejith Kodoth, Creative Head (Art), Rediffusion Y&R, said, “Breaking the campaign in six separate ads was the perfect strategy. It gave us the scope to simplify the benefits and also made for a much more expressive communication program. We avoided jargon and heavy financial words – the kids, in their own way, brought the idea alive in a charming fashion.”

Mani Palvesan

Mani Palvesan

Mani Palvesan, Managing Director, SBI Cap Securities, commented, “We threw a challenge at the agencies to communicate multiple benefits in one campaign. Rediffusion Y&R managed to come back with a solution that not only brought all the benefits alive; but also managed to de-jargonise the category for the common man. What we liked about the creative strategy was that it was clutter-breaking and connected instantly. It was simple, clear and bang on our requirement. The central characters of the film, the kids, showcase great bond and unspoken understanding that we as a brand believe is important between us and the customers.”

Rahul Jauhari

Rahul Jauhari

Rahul Jauhari, Chief Creative Officer, Rediffusion Y&R, said, “I’m quite happy with the way this campaign has turned out. The casting has paid off and going by reactions, the campaign is resonating well with people.”

The TVCs:

Study:

YouTube Preview Image

Chocolate: 

YouTube Preview Image

Dumb Charades: 

YouTube Preview Image

Hide and seek:

YouTube Preview Image

Shadow: 

YouTube Preview Image

Clothes: 

YouTube Preview Image

Credits:
Client: SBI Cap Securities
Agency: Rediffusion Y&R
President: Dhunji S Wadia
CCO: Rahul Jauhari
Creative Head & Script: Sreejith Kodoth
Head of Operations, Mumbai: Uttio Majumdar
Business Head: Sameer Joshi
Brand Partner: Priyaratna Suryawanshi
Production House: Thread Films
Directors: Kamalesh Soni, Sreejith Kodoth
Executive Producer: Shraddha Singhvi
DOP: Vishal Sinha
Production Designer: Shruti Rastogi
Associate Director: Kshiteej Dua
Post production house: Pixion
Colourist: Miten Udeshi
Offline editor: Deepika Kalra
Online editors: Suraj, Kamesh
Music Director:  Nitin Dubey
Sound Engineer: Arun Crasto

Info@BestMediaInfo.com

     Print

No comments yet.

LIVE ON PERISCOPE @BestMediaInfo

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT