The unconventional branding strategy adopted by DBS in its latest “Chilli Paneer” campaign is serving extremely popular among the target audience. The brand has always believed in doing things innovatively and this led to the launch of the food campaign. This campaign is handled by Cartwheel’s digital agency 4Nought4 divided into 4 parts and scheduled to launch every friday.
The first short film was launched on 5th September which features a man who is a food blogger and a woman who is enthusiastic about opening her own restaurant some day. The first encounter happens at the DBS ATM where the women confesses that she is the ardent follower of his food blog and then they both strike to several food joints tasting different kinds of food.
The storytelling concept about two people with same passion is an endeavor which showcases how they discover the true purpose of their life and bank acts as facilitator for them. The co-founder of 4Nought4 Mainak Choudhary found the client brief as one of the very rare ones because this campaign was just beyond the traditional television launch.
Sheran Mehra, head of group strategic marketing and communications, DBS Bank India says since DBS has always believed in innovation, this campaign idea was borne out of chit-chat sessions. Though there were variety of categories but food emerged as one of the most popular categories and hence they decided to launch a campaign with an idea centered around food.
The integration of company’s products and services along with the elements of usual storytelling proved to be extremely clever move by the DBS and the series of short movies scheduled to be released every friday has kept the buzz going. Print, radio and on-ground activities are also outlined to support the film.