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DBS Bank Tosses-up Creativity & Technology, Launches Chilli Paneer 2

DBS Bank India, a part of Asia’s foremost financial services group, launched Chilli Paneer 2, first-of-its kind interactive digital ad film in India. As the video unfolds the viewers can create their own story by making choices during the course of the film. With 8 Storylines in 1 Digital Film with Seamless Interactivity, IgnitingPossibilities, DBS ChilliPaneer 2 redefines storytelling with technology. 

Combining flavors of creativity with dashes of technology, this is a delightful second course serving of Chilli Paneer Film – an unconventional marketing campaign from DBS Bank, whose first course - Chilli Paneer 1 - witnessed over 1,200,000 views across platforms. If Chilli Paneer 1 was about Indian Banking Industry’s first love story, CP2 is India’s first-of-its kind interactive ad film, in the BFSI space. Chilli Paneer 2 continues to take viewers through flavors of food, love and possibilities. It allows viewers to play the sous chef to the film and design their own version of the story.  SapientNitro is the creative and technology partner for the campaign.

Announcing the launch of the campaign, Sheran Mehra, Head – Group Strategic Marketing & Communications at DBS Bank India, said, “The primary objective is to build brand awareness. The approach was to engage with people through unique storytelling formats.  ‘Food’ continues to drive conversations in DBS Chilli Paneer 2. With the added layer of interactivity built in, the attempt is to let the consumer control and co-create the story of Ken and Asha with the bank playing a key role in each of the 8 possibilities.”

Mehra added, "We thought of going away from the traditional way of building brand awareness hence we took this step of optimising and utilising digital media in a different way."

“At SapientNitro, we believe that a story lived is better than a story told. Today consumers need a new kind of engagement and we are delighted to have helped DBS Bank create an innovative, experience-led campaign. In Chilli Paneer 2, creativity and technology have combined to redefine storytelling where the consumer is the real hero,” added KV Sridhar, Chief Creative Officer, SapientNitro, India.

Ram Madhwani, Director, Equinox said, "It is very good way to interact with your target audience. This gives a brand an opportunity to integrate itself with a proper brand story and move out of a 30 seconder time span."  

In Chilli Paneer 2, viewers will get to play Ken and decide story basis the choices they make. In a nutshell, it is one story with eight possible conclusions - all in the hands of the viewers. Every decision made by the viewer indicates an attribute, which have been mapped to a personality type which then integrates with the viewers’ social handles.

In a bid to connect with India’s growing digital populace, Chilli Paneer 2 has chosen to be the first to tread into the territory of Outside-Inward Experiential Advertising. Chilli Paneer 2 is thus a pioneering move exploring a noveau concept in a never-before attempted manner.


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