HSBC India's new campaign 'My Account Starts Today' starts with a "clean record"

On the front page ad of The Economic Times, it is written ‘Wipe my record clean’. The second page features a print ad campaign by HSBC India with its brand ambassador Virat Kohli.

The brand message is to forget about the past and focus on the present. With a message, ‘My Account Starts Today’. there is a QR code, which will redirect to the ad campaign.

The campaign conceptualized by Wunderman Thompson’s group company Contract Advertising, highlights HSBC's purpose of "opening up a world of opportunity" as it works to support the goals of an aspirational India going global and features Virat in a never-before-seen avatar.

The campaign will run across print, television, outdoor, OTT platforms and digital media to connect with the target audience.

The campaign reveals a side of Virat's personality that has never been seen before. The brand has successfully evoked nostalgia in this most recent TV commercial, which begins with a shot of a cricket stadium and shows Virat's name on a billboard beneath a prestigious list of batsmen before abruptly starting to fade away. At a press conference where Virat's presence is shown fading over time - a trophy cabinet on the wall, newspapers, YouTube channels, and a dressing room wall all follow a similar pattern to the Honours Board. Finally, a close-up of his face can be seen on the screen as he puts on his helmet and stands in front of the red door to his dressing room.

Virat was recently announced as the brand influencer for HSBC India, in an association that aimed at leveraging the ace cricketer’s appeal to help illustrate the benefits of banking with HSBC.

Talking about his first-ever ad with HSBC India, Virat Kohli said, “When I was informed about the association with HSBC the first thought I had was it feels right and comfortable. And that's something I always look for when an association comes up. I knew that the association would be very organic and natural and not be forced in any way. One can rest on their accomplishments, but the moment at hand is what counts most. My belief system of discipline, commitment, and focus, aspects that have played a key role in my career so far, resonates deeply with HSBC's rich legacy in India, disciplined approach, and long-standing commitment”.

Commenting on the association, Sandeep Batra, Head, Wealth and Personal Banking, HSBC India, said, “Our collaboration with Virat Kohli reflects the deep-rooted positive sentiments and unwavering commitment to India. With our extensive range of products and services, we are strategically positioned to support multiple facets of India’s economy, poised for enduring growth. This campaign serves as a testament to our dedication to growth and our aspiration to become the preferred international financial partner for our clients.”

On the campaign, Jaswinder Sodhi, Head of Customer Proposition, Digital and Marketing- Wealth and Personal Banking, HSBC India said, “The campaign holds a special place in our hearts as it resonates with our core purpose of ‘Opening up a world of opportunity’.  In India, cricket’s ability to transcend boundaries seamlessly integrates with our objective. Through the campaign, we are reiterating our dedication to provide new opportunities to our clients. As a brand we are committed to long-term success, investing in the growth and forging an emotional connection with our customers.

Rahul Ghosh, ECD & Mumbai Creative Head, Contract Advertising, “At the core of the creative idea was a belief that one makes history only when one forgets history. And this campaign was about making all sorts of history. It was a coming together of two global icons, yet the approach was iconoclastic. We hope we have shattered some glass ceilings of celebrity and BFSI communications.”

Agency Credits:

Raji Ramaswamy - Chief Growth Officer - WT South Asia & CEO - Contract Advertising

Rahul Ghosh - Executive Creative Director

Rohit Srivastava - Chief Strategy Officer

Ayan Chakraborty - EVP & GM

Sabina Singh - Senior Vice President

Sagar Chhabria - AVP & Senior Creative Director

Anwesha Praharaj - Associate Creative Director

Bappaditya Saha - Creative Director

Yogesh Palav - Creative Director

Mihin Mehta - Group Account Director

Akankhita Roy - Account Executive

Iksha Sinha - Account Executive

Akshay Kamble - Senior Manager - Films