DBS Bank India's new brand campaign features Sachin Tendulkar; emphasises the importance of safety
DBS has been recognised as "Safest Bank in Asia" for 11 consecutive years by New York-based trade publication Global Finance
Conceptualised by the team at Leo Burnett, the TVC captures the story of a small boy bored at home during the lockdown, while his family is busy with office work and domestic chores. As he attempts to step out to play with his friend, his sister stops him and suggests a safe alternative. The boy and his friend are delighted, and the film ends with Sachin sharing a message around safety.
Speaking about the campaign, Shoma Narayanan, Executive Director - Group Strategic Marketing & Communications at DBS Bank India, said, "The narrative of our new brand film hinges on safety, trust and resilience. The well-being, both physical and financial, of our customers, colleagues and partners has been our top priority through these challenging times. The film aligns with this and assures viewers that DBS is a partner they can rely on."
Brand ambassador, Sachin Tendulkar, added, "This was definitely a shoot to remember. No set, no lights, no film crew. I had to ask people around me at home to find some time between their work to film my segments of the TVC. I truly believe that safety comes first, and I am glad to be associated with DBS' campaign as it emphasises on the importance of safety in every aspect."
With some major cities, including Mumbai, still under lockdown, Sachin's segments of the campaign were shot at his home. The outdoor scenes of the TVC were shot with a minimal crew in Goa, whilst adhering to strict protocols and with necessary precautions such as social distancing, sanitised outdoor set, disinfectants and PPE gear.
Neel Roy Cruz, Executive Creative Director, Leo Burnett, said, "From a creative point of view, this was one of the most challenging projects we have executed. How does one conceptualise and create a film when the whole world is confined to their homes? Just like our film narrative, we partnered with talented professionals and executed the film with all safety protocols. The very project itself stands testimony to the message we are trying to convey to our customers. Another interesting aspect of the campaign is that the idea for the film script came from one of Sachin Tendulkar's video challenge, which went viral and was trending during the nationwide lockdown."
As the country and the world collectively defends against the COVID-19 pandemic, DBS Bank India, has taken extensive precautionary measures to safeguard customers and staff. The bank offers an array of digital products and services to enable customers to enjoy a seamless and secure banking experience from anywhere.
Since the establishment of its wholly-owned subsidiary, DBS Bank India Limited (DBIL) in 2019, the bank has built a greater scale in India by adopting a 'phygital' model. Named 'Safest Bank in Asia' for 11 consecutive years, DBS has been on an ongoing journey to shape the future of banking. It has designed end-to-end digitised solutions to seamlessly interweave banking into a customer's everyday life, by making it a part of their ecosystem.
For the complete brand film, please visit: https://go.dbs.com/safetycomesfirst-india
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About DBS
DBS is a leading financial services group in Asia with a presence in 18 markets. Headquartered and listed in Singapore, DBS is in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's "AA-" and "Aa1" credit ratings are among the highest in the world.
Recognised for its global leadership, DBS has been named “World’s Best Bank” by Euromoney, “Global Bank 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. In addition, DBS has been accorded the “Safest Bank in Asia” award by Global Finance for 11 consecutive years from 2009 to 2019.
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 a SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.
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 of our 29,000 staff, representing over 40 nationalities. For more information, please visit www.dbs.com.
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Anand Mugad | Ankit Nanavati |