Paisabazaar.com, India’s largest loans, cards and other financial products online service, released a new brand film on 13 November called ‘The Sweet Sound Of Wood’ which tells the story of a man’s dream to see his daughter become a professional cricketer and play for India and explains his unique theory about the ’sweet sound of wood’.
Running under the company’s ongoing ‘Paison Se Badhkar / More Than Money’ brand philosophy, the ad leverages the dream of so many millions of Indians in the world’s most cricket crazy country and sees the brand assistant an individual fighting against the odds to bring aspiration to reality.
The spot spanned television and online channels where it was linked via the #PaisonSeBadhkar and #LoansThatChangeLives hashtags.
Less than a week after its release, the spot had generated more than 11m views on the brand’s YouTube and social media platforms.
“As a brand that offers financial assistance to millions of consumers in their time of need, Paisabazaar wants to tell inspiring stories about India’s rising aspirations. Our ‘Paison Se Badhkar’ brand philosophy is all about Paisabazaar’s commitment to help India fulfil their dreams and not let money be a hindrance towards that,” explained Paisabazaar.com CMO Sai Narayan. “Our latest film is again a shift from the conventional and transactional messaging, towards heart-felt consumer stories, reinforcing Paisabazaar’s stance of a brand that stands with consumers as their financial companion for life.”
Director Anand Karir added: “I am generally never nervous when I take up a project but, quite honestly, with this one I was a bit nervous. This film was different from the others. This was the film that completed my trilogy for Paisabazaar. I had to make a film that lives up to the standard set by the earlier two films I have directed for Paisabazaar. But with the support of the lovely client and production team and more so with my bunch of actors, I am happy the way it all came together.”
Comment
Like many of the brand’s previous campaigns and commercials, this ad revolves around the theme of helping loved ones fulfil dreams and aspirations.
It follows in the footsteps of the similarly themed ‘The Wedding Speech’ (2018) and ‘My Father’s Dream’ (2020) which together have this far generated more than 100m social media views.
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