DDB Mudra West creates a multimedia campaign to promote SBI Hope Loans

State Bank of India, the largest banking institution of the country covers the length and breadth of the nation with their extensive network of branches and inclusive services. The bank has consistently introduced products that cater to Indians from different parts of the country and different socio economic classes, matching their evolving and growing aspirations.

At the commencement of the Indian festive season every year, SBI showcases its various products to communicate the financial aids that the consumers can avail from the bank, to bring their aspirations to fruition. 

This year, the brand decided to not just create communication about its products; but also bring alive the spirit of festivity and give it an almost tangible meaning to it by triggering donations through the loans. This idea has been rightly called SBI Hope Loans. This festive season, every loan taken from SBI will be named as a hope loan because for every loan taken from the bank, the brand will make some donations to the NGOs. The brand has taken this initiative with an aim to help those who are in need, thus bringing a ray of ‘hope’ in their lives. The bank has offered to partner with NGOs working towards building shelter, promoting education, providing clean energy solutions, healthcare, overall development of the underprivileged and donate a considerate amount to these NGOs, every-time someone buys a loan product from the bank.

The communication created for popularizing this initiative needed to be as unique and heartwarming as the initiative itself. Also, DDB Mudra West not only wanted to showcase this excellent product proposition in the best light but also help mobilize consumer participation. A film led multimedia campaign has been drafted which showcases what a loan means to a person. Typically, a loan is seen as transactional and its positive impact is seen as being limited to the individual who purchases it. With this campaign, the agency intends to reposition SBI loans as loans that activate hope, not only for an individual but for the larger society - making hope and happiness infectious.

The 1 minute long film takes the viewers through a montage of the progress in areas of education, health, energy, women empowerment that would be possible because of a loan taken from SBI. Supported by an encouraging background score, the film ends with a narration describing the concept of hope loans. This along with two 30 sec long films were released on TV on October 19, 2016. The concept has also been styled to create communication for press, digital, radio and outdoor medium.

Quoting on the campaign, Rajnish Kumar, Managing Director, SBI said, “SBI Hope Loans is a novel campaign designed by us to appeal to both the heart and mind of prospective customers. This is an effort from SBI to give customers an opportunity to be the hope for people from under privileged sections of the society. For every Home, Auto or Personal loan disbursed, SBI will donate Rs. 100 per loan to NGOs working in areas of education, health, mobility solutions and clean environment.  Early feedback on our advertising campaign has been very encouraging. We hope to spread the festive cheer to as many fellow citizens.”

Added Rahul Mathew, Creative Head, DDB Mudra West, “A loan has great power. It can change your life and everything in it. It gives you the feeling of moving forward, both physically and mentally. So imagine the power of a loan that changes the life of not just the taker but of those around. A loan that can move the lives of the less privileged forward as well. That's the power we wanted to unleash with the concept of hope loans.”