SBI Smart.com

SBI Capital Securities wanted to create a single TV commercial for their online trading portal SBI Smart.com. But when we studied the product, we saw six key features that help users in making informed investment choices.

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Instead of a single, overwhelming story, we created six distinct narratives and told it through the relationship between a brother and sister. Each slice of life story revolving around their world focussed on a specific feature, and made the complex world of finance seem like child’s play.  Each film effectively highlighted a feature while emphasising the core message: "Behind every smart decision lies smart information."

The narrative format of using a brother and sister was so flexible and successful that it has become SBI Capital Securities brand format. This idea won Rediffusion the business in a multi-agency pitch. Within two months of the campaign release, SBI Capital Securities became the No2 MF in India, from their previous ranking of No 7.