IndusInd Bank launches a series of innovative & unique services; ‘Cash-On-Mobile’, ‘Direct Connect’ and ‘Quick Redeem Service’. The Bank further reinforces its focus on Innovative banking based on the philosophy of Responsive Innovation. The bank had launched three innovative services last year, namely Choice Money ATM, Check-on-Cheque and 365 Days Banking.
The three new service propositions launched are:
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Cash-On-Mobile: This facility enables customers to transfer money to anybody (including himself) irrespective of whether the beneficiary has an IndusInd Bank account or not from the mobile application to the beneficiary’s mobile number. The beneficiary can withdraw the funds from IndusInd Bank ATMs without using his debit or ATM card.
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Direct Connect: a Phone Banking service which allows IndusInd Bank Exclusive Customers to speak to the Phone Banking Executive directly without going through the IVR.
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Quick Redeem Service: IndusInd Bank Credit Card customers can now redeem their Reward Points on every transaction instantly by sending an SMS.
IndusInd Bank unveils its new advertising campaign, a series of three ads to communicate a set of the above mentioned innovative services. The ads are directed by Imtiaz Ali, the well known director of Jab We Met, Love Aaj kal and ROCKSTAR fame. The ad films feature some popular Bollywood actors like Neetu Kapoor and Jimmy Shergill. The ad campaign aims at establishing the brand and its superior customer-centric services in a fresh and lively manner.
Sumant Kathpalia, Head- Consumer Banking, IndusInd Bank said, “Through this ad campaign we are taking our ‘responsive innovation’ theme to customers and reinforcing our commitment to give best-of-class services in the industry. The ‘Cash-on-Mobile’ and ‘Direct Connect’ Service are unique propositions and we are the first bank in India to offer these to our customers. These new services are focused on un-met client needs and are an outcome of extensive customer research.”
RK Swamy BBDO is the creative agency for the campaign. The campaign has been conceptualised by PS Mann, the Creative Director and the scripts have been put to light by Ankur Suman, Brand Design Director and Rashmi Ambastha, Brand Design Manager. The films have been produced by Pi Productions.
Mohit Ganju, Head – Marketing & Communication, IndusInd Bank said, “This ad campaign has been built on strong consumer insights and we have used interesting situations to deliver the different service messages. The choice of casting (Neetu Kapoor, Jimmy Shergill) and subtle humour will definitely help us break the clutter and create some disruptive communication.
This is the second time we are working with Imtiaz Ali and he has done full justice to the endeavour. IndusInd Bank as a brand will get more recall & mileage from this ad campaign” The Bank has taken a 360 degree integrated marketing approach to propagate the service messages. TV, Out-of-Home, Radio, digital and Cinema have been considered as an integral part of this multimedia Ad campaign. Media Direction is the media agency and the campaign will be on air for duration of 8 weeks. Estimated media spend for the campaign is around Rs. 15-20 crore.