“Chilli Paneer” – DBS Bank breaks clutter of BFSI advertising campaigns

~spread across digital, outdoor, print and other platforms, campaign focuses on Engagement and Awareness~

Breaking the traditional advertising norm in the banking space, DBS Bank India, a part of Asia’s foremost financial services group, today launched the industry’s first love story – Chilli Paneer. 

In an attempt to engage with the consumers and build brand awareness, DBS Bank rolls out an innovative campaign where the story of Chilli Paneer will unfold every Friday at 11am on www.chillipaneerfilm.com. 

Being true to the bank values, the story revolves around purpose, relationship and connectivity.

DBS Bank’s Chilli Paneer starring Tilottama Shome and directed by National Award-winning director, Shivendra Singh Dungarpur, is a story about food, love, dreams and the seamless integration of banking into our lives.

Speaking at the launch of the campaign, Ms. Sheran Mehra, Head – Group Strategic Marketing & Communications at DBS Bank India, said, “At DBS Bank we constantly strive to innovate and take an ‘outside-in’ view. It all started with following the chatters. This led us to discover that food, travel, cricket, bollywood to name a few are instant conversation starters. Food, emerged as the most popular choice, as it cuts across geographies & segments. We further included elements of bollywood and integrated our products and services in the story line.”

Chilli Paneer is an interesting and novel approach whereby DBS Bank attempts to be a part of the consumers’ day to day conversations.

Speaking on behalf of 4nought4 (a digital agency of CartWheel Creative Consultancy), Manik Choudhary, Co-Founder at 4nought4 said, “Very rarely does one see a client who takes this approach. Interestingly the brief was to work beyond a traditional television launch campaign. The push-back was always to find brand relevance in consumer space. Chilli Paneer is not just about a product or a service. It’s a story of two people who discover their purpose in life and how the bank acts as an enabler.”   

Led by the Digital medium the film is hosted on www.chillipaneerfilm.com  the campaign is spread across 4 weeks and supported by print, radio and outdoor on-ground activities.

About DBS

DBS - Living, Breathing Asia

DBS is a leading financial services group in Asia, with over 250 branches across 17 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank's capital position, as well as "AA-" and "Aa1" credit ratings, is among the highest in Asia-Pacific. DBS has been recognised for its leadership in the region, having been named “Asia’s Best Bank” by The Banker, a member of the Financial Times group, and “Best Bank in Asia-Pacific” by Global Finance. The bank has also been named “Safest Bank in Asia” by Global Finance for five consecutive years from 2009 to 2013.

DBS provides a full range of services in consumer, SME and corporate banking activities across Asia. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. These market insights and regional connectivity have helped to drive the bank’s growth as it sets out to be the Asian bank of choice. 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 20,000 staff, representing over 30 nationalities. For more information, please visit www.dbs.com. 

For further information, please contact:

Mr. Daniel, Mobile: +91 9500055980
Direct: +044 42147872
E-mail: daniel@bluelotuspr.com 
(A Comniscient Group Company)

East Coast Chambers, 3rd Floor, office No-G, No-92,

Above vasantha Bhavan Hotel, 

GN Chetty Road,

Chennai- 600 017

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