O&M crafts new TV campaign for Bank of India

O&M has unveiled its latest campaign for Bank of India, which tries to strengthen its positioning as a bank that understands relationships and can best cater to customer needs.

The campaign consists of three TVCs – Old friends, Couple and School-bus – each of which draws from real-life interactions.

Commenting on the campaign, Anup Chitnis, executive creative director, O&M said, "Relationships come in all shapes and sizes. They are quirky, funny, amazing, loyal, supportive... whole gamut. But the one thing that is true in all our relationships is that they cannot be put in a box, because relationships are about people. And people can’t be put in a box."

Louella Rebello, creative director, O&M said, "The aim was to get so real in terms of execution and in casting that the audience can immediately empathize and remember when it happened in their own lives. They were made to be endearing and as ‘non-addy’ as possible."

View the TVCs below

Rebello says one of the TVCs was inspired from a real-life interaction. "I was sipping tea in my balcony and I saw my neighbour come down the stairs grumbling to herself. She had a glass of water in her hand and some tablets. Her husband had forgotten to take his pills yet again. When he hurried back to the gate, she just thrust the glass in his hands, they argued about whose fault it was and both went off in a huff. That was quirky, endearing, awesome everyday through-thick-and-thin love shining right there! And I was the only one among the three who saw it! It was amazing. And that is one of the films in the campaign. As close to reality as possible, thanks to Vinil (Mathew). Then it was just a question of looking around and seeing a hundred such amazing quirky real relationships. The campaign pretty much wrote itself after that."

Client: Bank of India
Creative agency: O&M
Brief: To take Bank of India's 'Relationships beyond banking' positioning one step further
Creative team: Anup Chitnis, Louella Rebello, Abhijit Lahiri
Servicing team: Asha D’Souza, Ashok Soni, Sarah Aikara
Production house: Footcandles
Director: Vinil Mathew
Post-production: Famous Studios
Media agency: Motivator