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ABN AMRO signs Rahul Bose for Van Gogh Preferred Banking

By , agencyfaqs! | In Advertising | October 09, 2006
According to executives at ABN AMRO, Bose possesses the exclusivity that the brand wants to convey to its clients


ABN AMRO & #BANNER1 & # Bank has unleashed a new campaign to promote its Van Gogh Preferred Banking service. Its TVC, a part of the campaign, attempts to target the niche segment of high net-worth individuals (HNIs), using actor Rahul Bose as brand ambassador.

The TVC shows Rahul Bose as an avid golfer and a team person. He is shown playing the game with his friend and co-actor Samir Soni. Bose brings out the similarities between a team and investments as he plays. In the end, he talks of the benefits of ABN AMRO Van Gogh Preferred Banking.

Using this narrative, the bank intends to bring out the proposition that ABN AMRO Van Gogh Preferred Banking is a new standard of relationship banking expressly created to cater to the needs of HNIs and successful business owners.

Vasantha Kumar, vice-president, communication and marketing, ABN AMRO, says, "Van Gogh Preferred Banking is meant for high net-worth individuals. We see Bose as somebody who represents the upper class. He is full of substance and intellect and because he endorses very few brands, he possesses the kind of exclusivity our brand wants to convey to its clients."

Bose will also be a part of the 59-minute event series conducted by Van Gogh Preferred Banking across the country.

"We wish to put forward the thought that Van Gogh Preferred Banking is exclusive, yet approachable and warm, much like Bose," says Kumar.

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