AU Small Finance Bank (AU SFB) has expanded its brand campaign, Badlaav Humse Hai, under a theme of ‘Soch Badlo aur Bank Bhi’ featuring actor Kiara Advani. As per the company, the campaign encompasses thought-provoking messaging across three distinct product themes – Savings Accounts, Current Accounts, and Video Banking.
The campaign features Advani as a solution provider towards banking related matters, celebrating the ever-increasing empowered financial decision making by women in India.
Talking about the campaign, Uttam Tibrewal, executive director, AU Small Finance Bank, said, “The new brand campaign reflects that ideology and is tailored to resonate with the evolving aspirations of our customers. Recognising the paradigm shift in the role of women in financial decision making, we are elated to continue with Kiara Advani personifying our brand ethos. Our message is to empower every individual with banking like never before. The ‘Soch Badlo, aur Bank Bhi’ campaign celebrates that change that redefines banking.”
The campaign is conceptualised by L&K Saatchi & Saatchi.
Moreover, the campaign is crafted to resonate with diverse audiences across the country highlighting the monthly interest payment with competitive interest rates of up to 7.25% per annum on Savings Account.
“Our philosophy of being the agent of change in the banking industry is at the heart of our success. This campaign builds on the philosophy of ‘Badlav Humse Hai’ and highlights the superior quality of AU Bank’s products which are designed keeping the consumer pain points in mind. It also urges consumers to question their banking choice. AU SFB is already a respected bank. Now, we have to build a powerful brand that will resonate with millions of Indians and transform their banking experience,” Paritosh Srivastava, CEO, L&K Saatchi & Saatchi and Publicis Worldwide India, added.
The campaign will broadcast on TV, print, radio, OOH and digital platforms, targeting a wide audience, and consolidating AU SFB’s position as the first preference of customers.