Lo and Behold! Faster services from ING Vysya Bank

The financial services company has come up with three ads to highlight its new and quick services

In its just-launched three TVC campaign, ING Vysya claims that all the services that were a week-long task at the bank, would now be available on the spot. Emphasising this is the brand's new tagline, 'Jiyo Easy'.

All three ads highlight services that the bank has been offering to its customers for a while now.

Quicker than pizza

The first TVC, titled 'Spy, starts on the frame of a postman, who is following a couple. The couple walks into a car showroom and just when they make a payment through cheque, the postman emerges from the boot of a car and hands them a new cheque book.

The second ad opens on a chase – a thief is being chased by the man whose wallet he has stolen. As they run through the narrow and winding lanes of a chawl, a third guy joins the chase, following the man who is running after the robber. However, the robber escapes, leaving the man huffing and puffing. The third person soon joins the tired man and hands him an envelope. The man, who has just been robbed, opens the envelope to find that his debit card has been quickly replaced by ING Vysya.

In the third TVC titled 'Bull Horn', a man and his little son look around a Chinese artifacts store, where everything seems expensive. The father picks up a blow horn and blows into it; but there's no sound. He tries it once more. A shrill sound emanates, reducing more than half the china in the shop to rubble. The old man at the counter moves the beads of an abacus, making an account of his loss. The father pulls out his phone, so that he can transfer the money to the shop owner through mobile banking.

The services -- automatic cheque book renewal, instant debit card replacement and mobile banking -- have been functional at ING Vysya Bank for about a year now. These services, shares Sonalee Panda, head -- marketing and products, ING Vysya Bank, were introduced after conducting a survey to understand the perception of the bank among its customers and to find out what obstacles lay ahead.

Alongside, on a global level, ING too carried out a similar survey. Thus, a new positioning -- called 'Easier' -- was created for the bank in international markets, where making the banking process easier for the consumer is the core. Since the findings of the study in the global and Indian market were pretty similar, the positioning for the Indian market too was changed to 'Jiyo easy'.

Bank on me

"The survey that we carried out pulled up a whole laundry list of things that customers were either not happy with or would want," says Panda. From the list, the bank picked out three issues that it would address.

Senthil Kumar (executive creative director), Ratin Dasgupta and Tina Sachdev are the creative team from JWT who worked on the campaign. The ads have been shot by Ram from Nirvana films at various locations.

Kumar tells afaqs! that the services have been amplified and a hint of humour has been included to make the message engaging and memorable. "When the right dose of humour is added, it stays with the viewer for a longer time," points out Kumar.

Also, the treatment in the ads represents an attitude of being attentive and watchful, depicting that the bank is friendlier.

The Chase ad has been shot in a chawl in Ghatkopar, giving a touch of reality to the ad. For the Bull Horn ad, a set resembling a shop in China was created. Small touches such as the abacus made the setup look like the father and son were on holiday.

Bankable?

afaqs! asked a few adlanders for their opinions about the ads.

Rajeev Raja, creative head, DDB Mudra really liked the ads. However, he is most impressed with the Bull Horn one. He says, "The feature of mobile banking is very vividly demonstrated through the simple yet funny ad." He also feels that the Chase is a good thought and the execution makes it even better.

Ram Krishna Yadav is thoroughly impressed with the Chase commercial, calling it "beautiful cinema". The creative director from Lowe Lintas points out that the location and execution of the film makes it look like a piece of cinema, more than an ad.

He isn't as excited about the other two ads, saying they don't have as much repeat value.

Amit Akali, group creative director, Ogilvy India, Bengaluru, chooses two out of the three, saying that one would always pick favourites, when there is more than one ad in a campaign. He prefers the Bull Horn commercial to the rest and also likes Chase.

Giving reasons for his partiality, he says, "These two scripts are much sharper than the other one." He says it's the good casting, location and execution with enough funny moments that make the Bull Horn ad good and easy to remember. "The ad creates a good level of intrigue which finally connects in the end, making you also remember the feature, and thus, the brand," he concludes.