The creatives of the campaign are in orange colour to bring out the brand identity. Also, a few of the creatives depict the words FD in chains to underscore that the scheme is free from the clutches of penalties. Other creatives depict the figure 9.25 per cent in white wings to highlight the freedom to withdraw money in the premature phase.
The messages are written in interesting ways such as 'Get Higher Interests + No Penalties', 'Earn More on Your savings with ING FD+' and 'FD Without Penalty', to bring out the benefits of the scheme that offers higher interest rates on savings.
Ambuj Chandna, group head, marketing, liabilities and direct channels, ING Vysya, says, "The wide range and reach of media provides an optimum solution to create high impact visibility in the shortest possible time."
The brief given to the agency was to capture the attention of the target customers through a citywide dominating campaign that maximised exposure.
Executed by JCDecaux, the 45-day campaign kicked off in early October across 300 sites in Delhi. The density of these sites is higher in the south and central parts of Delhi, along with the airport corridor. Expecting a high impact, the campaign uses a mix of formats such as bus shelters, information panels, capsule restrooms, vending kiosks, pole mounted MUPI units, police booths and columns.
Alok Duggal, general manager, sales, JCDecaux India, says, "A widespread reach has been provided to the campaign, especially through the backlit street furniture formats."