Silencer aka Chatur & O&M promotes 3 smart banking choices

They say experience tells you what to do, confidence allows you to do it. They couldn't have been more correct! And nobody can exemplify this adage better than 82-year-old Ogilvy & Mather, whose unique concept of "360 Degree Brand Stewardship' and firm belief in the true value of brands in customers' lives has been its most trusted and time-tested mantra for success. Impressed by the impactful communication the ad agency's team can create, IndusInd Bank chose none other than O&M to help the young banker in its journey further up in the public domain.

Overthrowing stiff competition from heavyweights like JWT, Rediffusion Y&R, Saatchi & Saatchi and Mudra, Ogilvy & Mather bagged the creative duties for IndusInd Bank Ltd, with a new mandate of transforming the bank's image into that of a young, dynamic and responsive brand. O&M plunged headlong into the task knowing that the Bank wants its branding initiatives to gather momentum with some out-of-the-box thinking for an image makeover.

Ogilvy has been entrusted to give IndusInd's three new world-class banking services â€ Mobile Alerts, Online Payments and Ready2Use Savings Account Kit â€ a distinct identity amidst the clutter of financial brands. With a spend account pegged at around Rs 40 crore, O&M will take care of all the creatives for the private sector bank which enjoys a patronage of 2 million customers, across print, electronic, radio and digital. In a 3-part ad campaign built on strong consumer insights and with situations that are a slice of real life and extremely relatable, O&M tries to popularize the banking concept as a hassle-free and pleasurable experience for customers and at the same time building emotional affinity towards the IndusInd Bank.

The humorous, fresh and heartfelt ad campaign that went on air recently featuring Chatur, the jester in the 3 Idiots, Omi Vaidya partnered by Shruti Seth a popular TV actress, as a young married couple (Mr. & Mrs, Chowgle), who pass across the banker's excellent customer-friendly services to the viewers amid with large doses of rib-tickling humour under Imtiaz Ali's excellent direction. "The new ads, in addition to the humour, are giving the core message of IndusInd Bank's commitment to provide a worldclass banking experience," said Mr. Sumant Kathpalia, Head-Consumer Banking, IndusInd Bank.

"This ad campaign takes ahead our initiative to reposition IndusInd Bank as a young, energetic and responsive brand. This year is going to be the year of brand building for IndusInd Bank¦ and the bank aims to transform itself into a bank for the rising Indian, imbibing the values of confidence, progression and dynamism," said Mr. Romesh Sobti, MD & CEO of IndusInd Bank.