ESAF Bank woos Senior citizens through the ‘interest’ factor

ESAF Small Finance Bank has rolled out a new campaign announcing higher interest returns for senior citizens. The TVC leverages a straightforward approach indicating the bank’s interest in senior citizens. The key message of the campaign is ESAF Bank’s offering high interest rates on Senior Citizen FDs. It creates a safe space for the money to grow at a steady pace and provides more peace in the retirement life of senior citizens. ESAF also offers doorstep banking and personalised services to ease their lives. The TVC was conceptualised by FCB Interface, Kochi. 

Commenting on the campaign  Sony V. Mathew, VP- Head Branding & Communications, ESAF Small Finance Bank said “The TVC is an extension of the print and outdoor campaign that we have done titled ‘The older you grow, the more interest we have in you’. The whole idea of the campaign was to build the brand along with the product. When FCB Kochi came up with the idea of happy smiles for TVC we didn't think twice. It seamlessly jells well with our brand positioning- joy of banking.”

Anees Salim, Creative Head, FCB Interface, Kochi, opined “It can be a hassle for senior citizens to bank nowadays. The mere thought of going to a bank can make them feel low. So, through this campaign, we wanted to showcase how ESAF is keen on serving senior citizens and is making them smile with its services. Precisely why, we candidly captured the smiles of ESAF’s senior citizen customers in the

TVC. ”