HSBC has launched its new campaign ‘meal with a movie star’ featuring Priyanka Chopra Jonas. The campaign aims to bridge the geographical gap between Indian expats and their roots. “Our campaign celebrates the journey of Indians moving to another country. Just as familiar flavours can create a sense of home anywhere in the world, HSBC’s unrivalled international proposition – including digital onboarding, overseas education, access to global wealth solutions and our ‘Beyond Banking’ partners and network, are designed to ease the transition for those embarking on global opportunities. We understand that moving abroad is more than just a change of address. It’s a life-changing transition. This is why we’re committed to being more than just a bank; we’re a trusted partner in our customers’ global journeys,” Sandeep Batra, head of wealth and personal banking, HSBC India, said.
The campaign, set in a restaurant, surprises three Indian expat couples with an appearance from Jonas. The campaign claims to connect the company with the target audience of non-resident Indians (NRI), who have been moving abroad for work or already settled in other countries. It claims to showcase the company’s understanding of emotional challenges they face through their journey and reminds them of the impact of authentic food from home, helping them to stay connected to their roots.
As of 2024, there were a total of over 35 million Indians living across the world. Of this population, over 15 million were NRIs and the rest belonged to the persons of Indian origins (PIO) category, as per a report by Statista. The campaign seems to have targeted this audience by claiming to bridge the gap between Indian expats and their roots. From what it is understood, the film opens with a conversation between Jonas and chef, Sid Ahuja. They explored how familiar flavours can provide home comfort in unfamiliar places and lands. They crafted a menu featuring dishes from Punjabi, Bengali and North Eastern cuisines which claims to showcase India’s gastronomic heritage. “At HSBC, we’re helping customers feel at home wherever they go. Our international proposition extends beyond conventional banking. HSBC is key in supporting and enabling expats, international students and investors to move, study and invest abroad. Our long-term planning tools, cross-border banking solutions, and global assistance take care of our customers’ finances,” Stephanie Ng, global head of marketing, wealth and personal banking, HSBC said.
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