New Delhi: This Diwali, South Indian Bank, in collaboration with Thought Blurb Communications, launched a heartwarming campaign that transcends the traditional confines of the festival. Moving beyond the usual festive tropes, the campaign, titled “Rishton se hai Diwali, har din” (Relationships make Diwali, every day), redefines Diwali as a celebration of joy, hope, and new beginnings that extends beyond the four-day festival.
The campaign’s objective was to cut through the clutter of typical Diwali advertising with a unique message that resonates with consumers across India, especially as South Indian Bank expands its footprint beyond its traditional southern strongholds. Recognizing the limitations of festival ads often confined to fleeting emotional appeals and similar imagery, the bank aimed to create a long-format film with a timeless message that would remain relevant throughout the year.
Challenging the notion of Diwali being a “Chaar din ki Diwali” (a four-day festival), the campaign emphasizes the enduring spirit of Diwali found in everyday moments of joy and achievement. By associating Diwali with the purchase of a new car, a new home, a graduation ceremony, or the convenience offered by the bank’s services, the film beautifully captures the essence of “Diwali” in everyday life.
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The visuals seamlessly transition from traditional Diwali celebrations to scenes of familial joy and personal triumphs, highlighting the bank’s role in enabling these moments. This approach underscores the bank’s customer-centric philosophy, built on fostering enduring relationships and supporting customers in their journey towards achieving their aspirations.
With its focus on human relationships and the enduring spirit of Diwali, South Indian Bank’s “Rishton se hai Diwali, har din” campaign offers a refreshing perspective on the festival. By associating itself with the everyday joys and achievements of its customers, the bank effectively positions itself as a constant companion in their lives, further solidifying its reputation as a trusted and reliable financial institution.
