CHILLI PANEER 4

TitleCHILLI PANEER 4
BrandDBS BANK
Product / ServiceDBS BANK
CategoryA03. Storytelling
EntrantSAPIENTNITRO Gurgaon, INDIA
Entrant Company SAPIENTNITRO Gurgaon, INDIA
Advertising Agency SAPIENTNITRO Gurgaon, INDIA
Production Company EQUINOX FILMS Mumbai, INDIA

Credits

Name Company Position
Gaston Legorburu SapientNitro Worldwide Chief Creative Officer
KV Sridhar SapientNitro Chief Creative Officer
Piyush Gupta SapientNitro Creative Director
Nitin Parmar SapientNitro Copywriter
Harsh Kaneja SapientNitro Art Director
Sanjeev Balakrishnan SapientNitro Art Director
Tulika Srivastava SapientNitro Client Servicing
Kirti Shah SapientNitro Client Servicing
Ravi Pal SapientNitro Technology
Alok Kumar SapientNitro Technology
Ajay Vishnu SapientNitro Technology

Creative Execution

We created India’s first interactive film hosted by the brand. It allowed people to interact with the content by giving them charge of Ken’s life. Every decision they took changed the story and ending of the film. At the end of the film, based on the choices, we told people what kind of entrepreneurs they were. This became an identity for a viewer and we encouraged them to connect with each other in the digital world. People started collaborating as we allowed them a platform to connect. This platform allows young entrepreneurs to connect and start something on their own.

We had over 0.5 million views from 2,75,000 unique visitors. People spent average 5.38 minutes with the film. Our #HappyEnding trended for 3 days on social. We engaged with over 1.3 million people and got media coverage worth 27 million Indian Rupees. DBS Bank has become one of the most respected financial brands in India. Our brand saliency rose by 10% last year. And our brand consideration went up to 17% as against 1% in the previous year. DBS Bank is a new and smaller player in the cluttered market, but found its own niche with very little media budget.

In 2014, DBS Bank launched in India with Chilli Paneer, a digital film about a young entrepreneur, Ken. The film was a success but soon the young digital audience moved on. We needed to reconnect with them in a more meaningful way. We knew young Indian entrepreneurs had connected with Ken and secretly wished to follow their dreams like him. We decided to activate their aspirations by giving them a chance to do that. For the campaign we took Ken’s story forward. This time we created an interactive film campaign that allowed viewers to take charge of Ken’s life. People could now be Ken and take business and life decisions on his behalf. In order to develop our unique campaign we connected with our audience on social. We asked them what they think happened to Ken. People responded. We documented their predictions and took Ken’s story where no one expected.

Links

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