STATE
BANK OF
INDIA

A large chunk of the category aligned their marketing efforts only on certain aspects of cyber security with a prescriptive tonality. To break clutter and redefine the dynamics of cyber security, we made the concept engaging, comprehensive and holistic

Explore Our Work

Objective:

1. To create awareness about cyber security among customers
2. To create a single-point communication for customers for credible, engaging & holistic information on cyber security
3. To play an integral role in eliminating cyber fraud due to lack of awareness and human error

THE PROBLEM WE SOLVED:

1. Cyber security could’ve easily been perceived as preachy & prescriptive, if the onus is not given to the consumer
2. In our campaign, we invited people to engage with the campaign by practically participating in activities & social media games/quizzes
3. In another aspect, we built our campaign around relevance of the TG. For example, we leveraged on trending formats and concepts that the TG found interesting and appealing
4. Creating content for regional languages positions the brand as inclusive and reaches out to a larger audience

THE PROBLEM WE SOLVED:

1. Created an impact on target groups with low literacy rates
2. Reached out to the TG that were not on social media or any other modern marketing platforms
3. Used traditional media to cover maximum of the universe
4. Conveyed the message in the tone, language and communication well understood by our target groups

HOW WE DID IT:

• - Developed a script that conveyed our message comprehensively
• - Created jingles in 10 regional languages 
• - Reached Tier 2 - Tier 3 population
• - Increased brand awareness pan India
• - Positioned it in working hours to get maximum reach of TG and leverage peak traffic hours

VALUE WE CREATED:

• - More information among the tier 2 - tier 3
• - Increase in awareness
• - Created regional inclusiveness

THE PROBLEM WE SOLVED:

1. Everyone coming to an ATM getting educated about cyber security
2. Higher reach
3. Instant reminder to be cyber safe
4. When doing a transaction, they are reminded of their safety
5. Ground level implementation of brand message

HOW WE DID IT:

• - Interactive video with a voice-over
• - Voice with information of cyber security and frauds
• - Live in PAN India
• - Voice over was in Hindi which is the dominant language of India

VALUE WE CREATED:

• - PAN India reach  of the ATM Video
• - Languages used: Hindi and English
• - Hindi being the most used language in India, it was easy for the audience to understand