Emphasising triumph over trials
The past 18 months have been a period of trials for many customers and businesses as their financial and business goals were impacted by the pandemic. The brand film 'Uplift' showcases the story of a young entrepreneur whose garments business sees a slowdown due to the COVID restrictions. However, with timely support from DBS, she is able to pivot her business. The campaign captures the resilience and innovative mindset of small and big businesses to navigate the challenges and how DBS as a trusted partner can help through new-age banking solutions.
DBS has always believed in enabling individuals and businesses to create a lasting impact in their lives beyond banking. In the aftermath of the pandemic, the bank actively engaged with and rolled out initiatives to build back better. The brand campaign highlights a similar commitment by DBS towards securing lives and livelihood.
The campaign involves 360-degree brand communications comprising television, digital and out-of-home (OOH) advertising components conceptualised by the team at Leo Burnett.
Elaborating on the campaign, Shoma Narayanan, Executive Director - Group Strategic Marketing & Communications at DBS Bank India, said, "Our campaign celebrates a renewed sense of hope and courage. At DBS, we constantly innovate to meet evolving customer needs while also supporting the community we live in. The brand film brings this out through the story of an entrepreneur who triumphs over challenges to grow her business."
Brand ambassador, Sachin Tendulkar, added, "Just like cricket, life too can be unpredictable involving trials and triumphs. However, both on and off the field, I believe that the right support system is crucial for navigating challenges. I am delighted to associate with DBS again to spread the message of optimism."
"Reassuring customers in challenging times has been a key focus area for DBS. Such communication further entrenches their brand promise - 'Live more, Bank less'. The latest campaign we have conceptualised for them helps communicate this in an inspirational way through a warm comeback story", said Mayuresh Dubhashi, ECD (Executive Creative Director) Leo Burnett.
The 'Uplift' brand campaign comes at the heels of another brand film called 'Strong Heritage, Smart Banking', which focused on DBS' customer-centricity and digital offering. The campaign features Sachin Tendulkar, who has delivered his lines in Tamil. The campaign strongly resonates with the audience in South India and is a marquee brand initiative in the region following the amalgamation with Lakshmi Vilas Bank (LVB)
To view the complete brand film 'Uplift', please visit https://go.dbs.com/SafeRestart_EN
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About DBS
DBS is a leading financial services group in Asia with a presence in 18 markets. Recognised for its global leadership, DBS has been named “World’s Best Bank” by Euromoney, “Global Banks of the Year” by The Banker and “Best Bank in the World” by Global Finance. The bank is at the forefront of leveraging digital technology to shape the future of banking, having been named “World’s Best Digital Bank” by Euromoney and the world’s “Most Innovative in Digital Banking” by The Banker. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 13 consecutive years from 2009 to 2021. DBS was also ranked No. 1 on Forbes' list of the World's Best Banks in India for two consecutive years.
DBS Bank has been present in India for 27 years, opening its first office in Mumbai in 1994. DBS Bank India Limited is the first among the large foreign banks in India to start operating as a wholly-owned, locally incorporated subsidiary of a leading global bank. DBS provides an entire range of banking services for large, medium and small enterprises and individual consumers in India. In 2016, DBS launched India's first mobile-only bank – digibank, which now has ~1 million savings accounts. In November 2020, Lakshmi Vilas Bank was amalgamated with DBS Bank India Limited. The bank now has a network of nearly 600 branches across 19 states in India.
DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region's most dynamic markets. DBS is committed to building lasting relationships with customers and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established an SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia. In 2020, DBS introduced the “Towards Zero Food Waste” initiative as part of a global sustainability practice to encourage a shift in behaviours and mindsets to reduce food waste.
With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment and can-do spirit in all our 30,000+ staff representing over 40 nationalities. For more information, please visit www.dbs.com.
For more information, contact:
DBS Bank India Limited
Email: anandmugad@dbs.com
Mobile: +91- 97733 99244
Email: ankitnanavati@dbs.com
Mobile: +91- 99200 58800
