DBS Bank India gathers steam with fresh brand campaign
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While underscoring its Singaporean roots, DBS Bank India recently unveiled its comprehensive 360-degree campaign in India. With its brand ambassador Sachin Tendulkar helming the integrated campaign, DBS Bank aims to showcase the attributes popularly associated with Singapore—trust, stability and efficiency, in that order. The association with the master blaster establishes a direct connect with the audience.
As part of its multi-pronged brand strategy in India, the campaign is being promoted across platforms such as television, out-of-home advertising, digital and social media.
The brand film, which is conceptualized by Leo Burnett, takes the audience through a fast-paced virtual tour of Singapore while highlighting the ease of banking with DBS.
DBS has been gaining traction in India following the establishment of its local subsidiary in 2019. In its press release, while commenting on the new campaign, Shoma Narayanan, executive director - group strategic marketing and communications at DBS Bank India, mentioned that the campaign underlines the bank’s ongoing commitment to India. “It is the beginning of a story that we want to share – a story about the bank’s vision to be a partner in modern India’s growth story, while celebrating our rich Singaporean heritage. At DBS, it has been our constant endeavour to harness technology to deliver a simple, safe and joyful banking experience. The narrative of our new brand film reaffirms DBS’ credentials as a world class bank, which seamlessly integrates banking into customers’ lives,” she added.
Similarly, Neel Roy Cruz, executive creative director, Leo Burnett, mentioned that DBS is the world's best bank and they wanted to amplify these credentials in the saturated Indian market. “The creative challenge was to place the spotlight on the bank's rich Singaporean legacy and yet establish its strong affinity with customers in India."
"Sachin is the brand ambassador of DBS and who better than him to be the face of the campaign. His endorsement of the brand makes the campaign relatable with billions across India,” he added.
DBS has had the distinction of being named Asia’s safest bank for 11 years in a row. They have been on an ongoing journey to shape the future of banking. DBS offers a compelling suite of services catering to the evolving banking needs of retail customers, small and medium businesses, as well as large corporates. In 2016, DBS launched India’s first fully digital bank, digibank by DBS, with the aim to deliver an entire bank in a smartphone app. Since its launch, digibank by DBS has acquired over 2.5 million customers.
At the global level, DBS is the first bank to concurrently hold three global best bank awards. DBS was named “World’s Best Bank” by leading global financial publication Euromoney in its 2019 Awards for Excellence. It follows the bank’s wins of Global Finance’s ‘Best Bank in the World’ in August 2018 and The Banker’s ‘Bank of the Year – Global’ in November 2018.
About a decade ago, DBS first laid claim on its ambitions to become a leading Asian bank with the “Living, Breathing Asia” positioning. The following growth and successes of DBS gave rise to numerous accolades as a regional banking leader and recognition as “Asia’s safest, Asia’s best”. As the bank continues to gather steam, the new campaign marks the next natural phase of DBS' brand journey.