Ad Strat: A star role for Karnataka Bank

09 Apr,2012

Sandeep Pai, Creative Head, Bangalore, R K Swamy BBDO

 

1. Name of the Campaign:

Corporate Branding

 

2. The Brief:

Increase awareness amongst the consumers about Karnataka Bank.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=IqRPQT0mGuY[/youtube]

3. Research insights:

Karnataka Bank has a very low awareness level across India. We had to come up with a brand communication which helped the brand to be known.

 

4. The thought process behind the creative:

Since the objective of the ad was primarily to raise awareness within a short time, the creative focused on the most recognizable aspect of the bank, which was the motif of the star in their logo. And in most people’s lives, it’s a bank that plays the star role in realizing their dreams and aspirations. We just made this star a central focus of the ad and enhanced the association further with a memorable track.

 

5. Media vehicles chosen:

Television.

 

6. Key issues kept in mind while executing the ad:

Increase the awareness level and branding.

 

7. Does the treatment do justice to the brief?

Yes.

 

8. What is the differentiating factor about the ad?

The story line and the music.

 

9. Market and client feedback:

Very good, and recall value is high.

 

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