Edelweiss unveils new TVC ‘Saina and Daadi’

07 Jun,2016

By A Correspondent


Edelweiss Group has launched its latest TVC titled ‘Saina and Daadi’, taking forward the brand’s core idea of – ‘We understand your needs’. Edelweiss follows a customer centric approach – Suno Samjho Suljhao – to thoroughly understand client needs in order to provide the most appropriate financial solution.


The TVC uses a simple storyline using every day example of gifting – where most of us assume that the gift is appropriate or necessary to the one being gifted. And as probably experienced by many, a greater understanding of a person’s needs or aspirations is probably the only way to finding the ‘perfect gift’ – the most appropriate and appreciated gift. The TVC aims at drawing parallels with Edelweiss where financial experts spend time in listening to customers for understanding their needs and aspirations in order to provide the right financial solution.


“Our research over the years has highlighted the issues that consumers grapple with repeatedly in dealing with financial services. Be it being saddled with a product that they don’t need or inherent complexity of world of finance or confusion given the plethora of choices or lack of transparency.


At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal’s endearing bond with her grandmother and shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much”, said Shabnam Panjwani, CMO, Edelweiss Group.


Explaining the campaign further, Raghu Bhat, Founder Director, Scarecrow Communications said that, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a ‘real’ person rather than a ‘badminton superstar’ was an objective. Vishal Manglorkar’s cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the ‘soul’ of the story or the essence of the Edelweiss brand.”


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