Starting your communication from where you had left earlier helps in building a relationship and gaining trust. As a brand is a promise delivered, we always insist a brand to stick to its promise.
As Global IME Bank had been carrying its tagline “bachat garau” since very long, we believed that the new brand communication had to be around the concept of “bachat”.
Keeping the brand promise alive
The previous bachat garau campaign showed a man with zero savings in a financial crisis situation understand the need for savings. We took it a level up from there showing the various happiness savings brings to one’s life, giving the audience more reasons to save. The use of people from different walks of life helped the bank communicate to its customers from various segment, justifying their corporate tagline “sabbai ka laagi bank”