Ogilvy Mumbai Repositions IDBI Bank

 

 

After a successful run of the Elephant Campaign, IDBI Bank and Ogilvy decided to refresh the communication. While friendship was always the ultimate message in all their previous work, it was time to say it differently. 

 

Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather:  Our initial thrust for IDBI Bank a few years ago had been to tell the world that just because we are a big nation-building bank, does not mean that we are not approachable to address your smallest need. And now when we look at the next step in the evolution of the communication, what better than the universal emotion of childhood friendships to symbolise the role that IDBI Bank plays in its customers' and partners' lives.

 

Abhijit Avasthi, National Creative Director, Ogilvy & Mather: When we started work on the new campaign of IDBI Bank, we were very clear that we are changing the campaign and not the values that the Bank stands for. The idea we came up with does exactly this. In an innocent and charming way we are telling people ‘What if a bank would do what a friend would do’. When you say something like this, you really don’t need to say much more.

 

Kainaz Karmakar, Group Creative Director, Ogilvy & Mather: We have four films. In each one there are two kids and one kid is telling us why the other one is his or her friend. The soul of the films lies in what those kids say and their disarming reasons for considering someone a friend. Huge, huge credit goes to Vivek kakkad, who directed these films for us. His patience and resilience with the kids was just wow.

 

Harshad Rajadhyaksha, Group Creative Director, Ogilvy & Mather: Crafting dialogues for each one of them was an exercise. We wanted moments from a child’s world, because anything else would have been unfair to the campaign and fake. In one film a kid says, “One day my pant tore in school and my friend walked behind me all day to cover me.” It had to be as honest and as silly as that.

 

Executive Chairman and Creative Director, South Asia: Piyush Pandey
Vice Chairman and Country Head - Discovery and Planning: Madhukar Sabnavis
National Creative Director: Abhijit Avasthi
Group Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
President - Geography Head, Mumbai & Kolkata: Navin Talreja
Business Head: B Ramanathan
Client Servicing Director: Makarand Nadkarni
Account Supervisor: Kunal Dangarwala

Production House: Curious
Director: Vivek Kakkad
Associate Director: Aarati Kakkad
Producer: Shahazad Bhagwagar