Running on Cargo
With the advent of private banks inIndia, a National bank like SBI was seen as the 200 year old fuddy-duddy,"my father's bank". SBI had products and services that were different from competition and offered value adds. The challenge was to make the reality of the bank its perception. The tone of voice used, was of 'tongue and cheek' humor to connect with the youth.

Teasers
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Ambient - To announce the loan offer and support the print and outdoor for the special offer on car loan, tarpaulins were printed and placed on cars in parking lots near offices thus making the offer visible and unique.

Ambient (Shoe-shine boys) - In Mumbai, local trains are one of the primary modes of transport. Those who don't have cars are condemned to travel in the over crowded compartments, their clothes getting ruffled and shoes badly trampled. Stickers informing about the low interest rates of car loans from SBI were strategically placed on boxes of shoe-shine boys who work at train stations to get commuters notice the offer and thing about the product.

Agency: Ogilvy Mumbai / Awards: 2 ABBY Silvers, EFFIE Gold
Filed under Relaunch campaign