Bandhan Bank Aapka Bhala, Sabki Bhalai' by Ogilvy India

Bandhan Bank is the first instance in India of a microfinance entity transforming into a universal bank. As a microfinance entity, Bandhan had been a roaring success among those who do not have access to formal banking services and particularly the rural population of the country. It has a great reputation and enjoys the love, trust and support of the masses. That being said, it doesn’t only want to appear as a bank for the poor. Bandhan also has plans to service the affluent, fast rising and existing banking population. So, what can the newest bank in India offer as a differentiating promise with its products and services?

And here lays the heart of all of Bandhan’s services. Bandhan wants to generate a sense of happiness and pride in customers when they open a bank account. Ideally, they should go and discuss with friends and family about how they have done their part.  And made a difference to the lives of those who seek help.This is where it begins. Customers have very little or no motivation to open a third or even a second bank account. Typically, customers open a bank account when they get a Salary Account or when they get a loan from another bank. Their relationship with banks is transactional in nature. Think about it, when was the last time you felt happy after opening a new bank account or after making a transaction?

Launched with a simple expression - “Aapka Bhala, Sabki Bhalai.” - It’s not just a statement for Bandhan, it’s their philosophy.
Aapka Bhala – the revolutionary idea behind Bandhan Bank.

Sabki Bhalai – how it helps millions who seek a better life.

With a mix of thematic and product commercials, Bandhan assures customers that it’s at par with other banks in terms of products and services but when you bank with Bandhan, you also make a difference in the society.

Piyush Pandey - Executive Chairman & Creative Director, South Asia: I am very proud to be associated with the launch of the Bandhan Bank. The baseline (Aapka bhala, sabki bhalai.) itself explains the spirit of this bank which is committed to provide full banking facility and to cater to the needs of the needy.

Sukesh Kumar Nayak - Executive Creative Director: We wanted to communicate that looking after you own needs can also be beneficial to those who need help. The integrated campaign highlights this thought process in every piece of work. We hope this campaign inspires people to open a full banking facility account with Bandhan and in process help millions of people better their lives.

CREDITS
Piyush Pandey - Executive Chairman & Creative Director, South Asia.
Creative Team:
Executive Creative Director: Sukesh Kumar Nayak
Creative Director – Copy: Bahvna Kher
Creative Director – Art: Manasi Kadne
Senior Copy Writer: Sneha Shishoo, Copy Writer: Ankit Pathak
Art Director: Noothan PR, Sowmya Balakrishnan
Account Management:
Vice President: VR Rajesh
Client Servicing Director: Mudassar Hossain
Account Director: Kaushik Das
Account Supervisor: Swati Khanduri
Assistant AE: Sayali Gaikwad

Production House: Hungry Films
Director: Vijay Sawant
Producer: Dharam Valia

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