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HSBC :- The world’s local bank

28. Mar 2008 00:27, sonu42


Why Study Abroad When IIPM Gives You 3 global Advantages! BRAND : HSBC

AGENCY : Contract Advertising

BASELINE : The world’s local bank

DESCRIPTION: Om HSBC :- The world’s local bankPuri plays a café owner who gets into a fight with his next-door bookshop owner (Neena Kulkarni) over the books that a customer keeps on a table. The V.O. says, “In business, 68% of Swedes believe that you have to be prepared to descend your character.” Cut to the next morning: Om Puri throws bits of papers into the bookshop and both argue again. The V.O. says, “While 65% of Italians think that giving way is a sign of weakness.” Next we see Om Puri and Neena Kulkarni are selling their respective wares in a common shop (though still competing) and the V.O. says, “For Indians however, 38% believe that success often comes from unlikeliest of partnerships. Different points of view are welcome here…”

4PsTAKE: This ad efficiently takes forward HSBC’s tagline of being ‘The world’s local bank’. The message highlights how the bank understands the different views of its varied customers via the two talented actors, Om Puri and Neena Kulkarni. The reward to the prospect is banking with a global bank that understands local flavour and is willing to go that extra mile to make customers feel comfortable. Full marks to the storyboard: strong and interesting narrative, hugely entertaining and clearly explaining the theme, maintaining the required focus. The clinching benefit to the brand is the ‘flexible’ nature of the bank. ‘Different people, different views’? Point made!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008 An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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