BankBazaar.com toasts fathers with its first digital campaign - #ThankYouDad
BankBazaar.com, India’s leading financial marketplace, today unveiled its first thematic digital advertising campaign ‘ThankYouDad’, paying an ode to fathers as the first port of call in a person’s financial decision making. The campaign is a tribute to all fathers who, with their advice and example, have instilled the habit of financial planning and savings in their children.
Fathers are the first person who taught the first lessons on financial planning and everyone turn to their father for all kinds of financial advice. The campaign is based on this insight. From the very first time we thought about saving to the first time we filed our taxes, fathers have been there to lead us through the complex financial maze. The brand, with this campaign, intends to strike a chord with the online generation in the age group of 25-40.
While describing the concept, Prince Thomas – Head Brand Marketing at BankBazaar.com said –“The 25+ generation emerged at a time when families were still a closely-knit unit, disposable money was hard to come by, and fathers were the only gatekeepers of the money inflow and outflow. The campaign highlights how this generation has all grown up but not away from the teachings of their fathers, who have always had the best interests of their children in mind. As India’s first and leading neutral marketplace for financial products, BankBazaar.com’s fundamental philosophy is to make the access to right financial products easy for customers. Like fathers, we too have our consumers’ best financial interest in mind.”
Speaking about the idea of keeping the campaign digital, Adhil Shetty, CEO, BankBazar.com, said: “As a FinTech company, the online space and the digital media are our arena. We wanted to connect with our consumers in their own space, and social media can help us do this excellently. We selected Father’s Day for our campaign because it is the perfect time to honour the first man who taught us about the value of money – a concept that forms the core of everything we do at BankBazaar.com.”
The new digital advertising campaign will go live on June 15, 2016 and will be across various digital mediums.
BankBazaar.com’s new digital advertisement campaign has been conceived and conceptualized by ad veteran Manoj Shetty, ex-Ogilvy Group Creative Head. During his 17 years of stint with Ogilvy, Manoj has conceptualized campaigns for various leading brands including Cadbury, Fiat, Bajaj, and Castrol.
Speaking about the commercial, Manoj said: “Every brand needs to appropriate a tone that is unique to itself. Over time, the tone itself becomes an asset for the brand – for identification, differentiation and eventually, for the consumer to develop an emotional association with the brand. For me, it was opportunity to strike this sort of, first chord for the brand. Which, for me, is quite an honour.
The tone of the brand, in filmmaking terms, loosely translates to the mood of the commercial. 'How does it feel to be with this commercial as opposed to any other? How should the commercial make the consumer feel? Is there any residual feeling left behind the commercial? Does the logo hold well on that feeling? We have tried to answer each of these questions in every executional element of the commercial. Hopefully it comes across. And hopefully, it endures.”
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