Bonanza creates emotional connect through it's recent TVC

A financial services and broking house, Bonanza recently launched a TVC to reinforce its brand image among the general public. The campaign went live in the month of November 2010 on Zee business, CNBC awaaz as well as Bloomberg UTV and received overwhelming response from across the segments. The campaign talks about trust, concern and transparency which are basically the company's core values and are hence reflected very effectively in the TVC. The ad film essentially is about the past friendship of two old people, with flashbacks of certain incidents in their life which portray different values like transparency, faith and trust.

Speaking exclusively to Adgully, about the campaign, Rakesh Goyal, Sr. Vice President, Bonanza said, "The essence of the TVC was made keeping a human's need for trust in his life. Thus reinforcing the attribute of "Trust' with the brand and marrying the two through the TVC. The brand communication depicts Bonanza's belief system, relationship with its customer and its growth."

The basic objective of this campaign was to strengthen its brand image and to reach out to their customers. "We decided to come out with a TVC that communicates the company's message along with an emotional connect. In order to reinforce the image of the company and also to have closer bond with the audience/clients we decided to roll out this entire campaign." Goyal further added.

The commercial has been created and produced by Bloomberg UTV's in-house production studio

Bonanza received overwhelming response for this campaign. "The outcome of the ad campaign has been fantastic. The ad has been airing on Zee Business, Bloomberg UTV, CNBC all the major financial channels. The ad has reinforced our positioning and has also helped Bonanza to develop a closer connection to its audience," Goyal said.

The television commercial is further reinforced by a multimedia campaign across print and radio that will also represent the same core values of the company. | By Janees Antoo [janees(at)adgully.com]