Bank of India

Agency: Ogilvy & Mather
Production House: Footcandles

The relationship one shared with their bank managers a few decades ago is very different from that which is shared now. Every financial institution in the country is in a frantic hurry to make as many customers as they can without really paying too much attention to the value they provide to their customer. There might be just a handful of banks that go beyond their call of duty and work for their customers as apposed to working for targets and a pay check.

The latest campaign from Bank of India talks about relationship and how necessary it is to understand them to provide services that work for the benefit of the customer. If you do not understand relationship and the meaning attached to them it is going to be impossible for you to provide services that add value to one’s life.

Built on the concept of relationship the campaign derives inspiration of instances in life. A number of scenarios are painted to tell us that Bank of India is a bank that looks beyond the obvious and peeks into your life, we know how important relationships are to you and therefore we will ensure that all the services rendered will be done to foster a long lasting relationship between us.

The first commercial features two old men in a park. One man is already sitting on a park bench next to tea stall and he orders for two cups of tea. A little later another man comes in, a friend of course, he moves the tea cup, dusts the bench and sits down, he does not say a word to the other man, just takes the newspaper and reads it knowing that his friend is going to be there if he finds the need to say something.

The next commercial in the series features a middle aged couple. As the husband is just about to leave the gate of the building, his wife calls out to him and tells him that he forgot his medicine. He starts walking back up and she meets him half way with his medicine and a bottle of water in her hands. He tells her that she should have reminded him, and she says that the medicine was kept in the same place where it usually is. She tells him to run along or he might miss his bus. The ad ends with the line that says Bank of India – we understand the importance of relationships and that’s why we go beyond just providing banking services.

Meha Kumar

(1 votes, average: 4.00 out of 5)
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1. 
   Siddharth Gaur , on February 15th, 2011 at 6:33 pm Said:

   Hello sir, I am the part of Rajasthan leading technical college i.e., UDML COLLEGE OF ENGG.(JECRC FOUNDATION);
   I came across your valuable words about maintaining the relationship with the customers. I am glad to share you that your thoughts are really worthwhile. So , keeping in view I would like to inform you that we are goin to organise a ‘fest’ next month. Sir , its a great bonanza to be glared by all. Therefore , I invite you to sponsor us in our events and have the benefits of technical students footfalls.
   Awaiting for your reply.
   Thank you.