The start of 2023 saw India’s Bandhan Bank launch a campaign titled ‘Jahaan Bandhan, Wahaan Trust / Where There’s Bandhan, There’s Trust’ featuring athlete ambassador and cricket legend Sourav Ganguly (nicknamed Dada).
Conceptualised by Leo Burnett Orchard, the integrated campaign spans TV, print, OOH, cinema, digital and social and was built around the theme of trust and the level of trust that the financial brand has been able to earn in just seven years.
It was spearheaded by a hero commercial called ‘Trust Ka Bandhan’ which rolled out from 3 January and focused on relentless commitment, unwavering dedication and undying passion as the foundations of trust.
The film begins with Ganguly – a former national cricket team captain, turned commentator and now cricket administrator – reminisce about his early days on the cricket field. He discusses the times runs were scarce and when stadiums were empty, before explaining how these things simply motivated him to work harder and how, when he started scoring runs again he was able to establish himself as a dependable member of the team and gain the trust of his teammates and of the fans.
Ganguly then goes on to draw parallels between him and the banking brand which began just a few years ago as a small NGO and has expanded nationally and gained recognition by stakeholders across the country.
Like with @SGanguly99. Like with Bandhan.
Years of commitment, dedication & undying passion, became our foundation of trust, your trust. That builds bonds. That builds Bandhan.Jahaan Bandhan, Wahaan Trust.
Watch to know more.#TrustKaBandhan https://t.co/ENWoXNhm6r pic.twitter.com/aGGtIyMyxM
— Bandhan Bank (@bandhanbank_in) January 3, 2023
“Bandhan Bank, in the last seven years, has established its presence in 34 states and union territories, has more than 2.77 crore customers and its book size is nearly Rs.2 lakh crore. This has been possible due to the trust of stakeholders that the Bank has been able to secure,” explained Bandhan Bank head Of Marketing Apurva Sircar. “Dada’s [Ganguly’s] life has been witnessed by one and all. While both Dada and Bandhan have origins in West Bengal, both have not let that define them and have established themselves as trusted names across the country and the world, thereby winning the trust of millions. Our campaign draws inspiration from this similar journey of both brands.”
Leo Burnett Orchard Head Of Creative Pravin Sutar added: “There are very few purpose-driven brands across the world and to get to work on them is a privilege. Bandhan Bank’s journey has been exemplary and it needed stand-out storytelling. With Sourav Ganguly, we got the opportunity to create a campaign that seamlessly connects the story of Bandhan Bank and Dada, promising to strike a chord with everyone. We are confident that this piece of work will be memorable and will drive impact for Bandhan Bank.”
Comment
Amongst Ganguly’s other recent cricket-linked brand ambassador initiatives have been campaigns for IPL sponsor My Dream 11 and Indian Cricket’s pandemic safety initiative ‘Mask Force’.
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