Rediffusion Y&R's 6 film series for SBI Cap Securities

The SBI Cap Securities’ campaign by Rediffusion Y&R breaks down the jargon associated with the category and simplifies the features of the product being offered in a distinctive style.

A charming series of 6 Ads featuring a kid brother and his sister in everyday situations connects instantly. The essence is to create an overall recall value and brand identity, while focusing on the benefits that the brand has to offer.

According to Sreejith Kodoth, Creative Head (Art), Rediffusion Y&R; “Breaking the campaign in six separate ads was the perfect strategy. It gave us the scope to simplify the benefits and also made for a much more expressive communication program. We avoided jargon and heavy financial words – the kids, in their own way, brought the idea alive in a charming fashion. ”

Mani Palvesan, Managing Director, SBI Cap Securities added; “We threw a challenge at the agencies to communicate multiple benefits in one campaign. Rediffusion Y&R managed to come back with a solution that not only brought all the benefits alive; but also managed to dejargonise the category for a common man. What we liked about the creative strategy was that it was clutter breaking and connected instantly. It was simple, clear and bang on our requirement. The central characters of the film, the kids showcase great bond and unspoken understanding that we as a brand believe is important between us and the customers.”

Rahul Jauhari, COO Rediffusion Y&R adds, I'm quite happy with the way this campaign has turned out. The casting has paid off and going by reactions, the campaign is resonating well with people.


Client: SBI Cap Securities

Agency: Rediffusion-Y&R

President: Dhunji S. Wadia

CCO: Rahul Jauhari

Creative Head & Script: Sreejith Kodoth

Head of Operations, Mumbai: Uttio Majumdar

Business Head: Sameer Joshi

Brand Partner: Priyaratna Suryawanshi

Production House: Thread Films
Director: Kamalesh Soni, Sreejith Kodoth.
Executive Producer: Shraddha Singhvi
DOP: Vishal Sinha
Production Designer: Shruti Rastogi
Associate Director: Kshiteej Dua
Post production house: Pixion
Colourist: Miten Udeshi
Offline editor: Deepika Kalra
Online editors: Suraj, Kamesh
Music Director:  Nitin Dubey
Sound Engineer: Arun Crasto





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