DBS Bank Unveils a New Love Story

By afaqs! news bureau , afaqs!, New Delhi | In Digital | September 08, 2014
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DBS Bank launched a marketing campaign with a four-part film that is a love story revolving around purpose, relationship and connectivity.

Breaking the traditional advertising norm in the banking space, DBS Bank India, a part of Asia's foremost financial services group, launched the industry's first love story, Chilli Paneer.

A screesnshot of Chillipaneerfilm.com

Sheran Mehra

In an attempt to engage with the consumers and build brand awareness, DBS Bank has rolled out an innovative campaign where the story of Chilli Paneer will unfold every Friday at 11 am on www.chillipaneerfilm.com. True to the bank's values, the story revolves around purpose, relationship and connectivity.

DBS Bank's Chilli Paneer starring Tilottama Shome and directed by National Award-winning director, Shivendra Singh Dungarpur, is a story about food, love, dreams and the seamless integration of banking into our lives.

The film is about a foreign businessman-cum-food blogger who bumps into one of his fans at a DBS Bank Mumbai ATM and how they explore Mumbai and come to know each other. The film is a four part series.

Speaking at the launch of the campaign, Sheran Mehra, head, group strategic marketing and communications, DBS Bank India, says, "We constantly strive to innovate and take an 'outside-in' view. It all started with following the online chatters. This led us to discover that food, travel, cricket and Bollywood are instant conversation starters. Food emerged as the most popular choice, as it cut across geographies and segments. We also included elements of Bollywood and integrated our products and services in the story line."

Chilli Paneer is an approach whereby DBS Bank attempts to be a part of the consumers' day-to-day conversations. Speaking on behalf of 4nought4 (a digital agency of CartWheel Creative Consultancy), Manik Choudhary, co-founder, says, "Very rarely does one see a client who takes this approach. Chilli Paneer is not just about a product or a service. It's a story of two people who discover their purpose in life and how the bank acts as an enabler."

Led by digital, the campaign is supported by print, radio and outdoor on-ground activities. DBS is a financial services group in Asia, with over 250 branches across 17 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia.

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