IdeateLabs designed ‘Rishta Sammaan Ka’ campaign for Fullerton India

IdeateLabs, one of India’s largest independently funded digital-first creative agencies designed the campaign for Fullerton India, one of India's leading NBFC with a pan- India presence titled ‘Rishta Sammaan Ka’. The campaign derives insights from a common man’s aspirations and desires to go that extra mile to fulfill their dreams and those of their loved ones.

The film revolves around the concept ‘Jab dil aapki nahi sunta, hum aapki sunte hain’ which depicts how the brand partners with you in your journey of following your dreams, no matter how small or big. The message is positively conveyed by highlighting multiple real life and relatable instances which most of us face in our daily lives.

The campaign is successfully running pan-India and has been localized in 8 regional languages i.e. Marathi, Gujarati, Telugu, Tamil, Kannada, Punjabi, Odia and Bengali, besides Hindi.

Porus Jose, Creative Head, IdeateLabs said “All of us have dreams and aspirations. More often than not, our financial capabilities come in our way; and so, we bury them with a silent ‘Dil, apni kahan sunta hain’. This becomes the bedrock of our campaign and that of our soulful melody. Through deeply insightful scenarios, the film captures the candid emotions of our everyday desires. Fullerton India understands this like no other; and goes that extra mile to see it through.”

Ajay Tripathi, Managing Partner, Vertuals, the Production Company which handled the production of the film, commented “The script was beautifully crafted in order to grab the consumer’s attention. We then moved forward to finding the right talents such as Vibhu Puri, Director of the film and the cast which reflects the common man, making the film more relatable and portraying the right mix of emotions. Furthermore, the music was conceptualized to resonate with the brand promise and blend in with the situations highlighted in the film. We intended to connect with the audience, create an impact and trigger a positive response from our communication.”    

Shilpa Desai, General Manager, Head - Marketing & Cross Sell, Fullerton India,said,  “Rishta Sammaan Ka’ campaign reflects our core values of trust, respect and long-lasting relationship with our consumers. Our association with IdeateLabs for this project has been a memorable journey. The success of this campaign is a result of our understanding and connect. Our aim is to inculcate a sense of equality amongst our customers and the brand. We want to encourage our customers to achieve what they aspire and turn their dreams into reality.”