Breaking the traditional advertising norm in the banking space, DBS Bank India, a part of Asia’s foremost financial services group, today launched the industry’s first love story – Chilli Paneer. In an attempt to engage with the consumers and build brand awareness, DBS Bank rolls out an innovative campaign where the story of Chilli Paneer will unfold every Friday at 11:00 am on www.chillipaneerfilm.com . Being true to the bank values, the story revolves around purpose, relationship and connectivity.

DBS Bank’s Chilli Paneer starring Tilottama Shome and directed by National Award-winning director, Shivendra Singh Dungarpur, is a story about food, love, dreams and the seamless integration of banking into our lives.

Speaking at the launch of the campaign, Ms. Sheran Mehra, Head – Group Strategic Marketing & Communications at DBS Bank India, said, “At DBS Bank we constantly strive to innovate and take an ‘outside-in’ view. It all started with following the chatters. This led us to discover that food, travel, cricket, bollywood to name a few are instant conversation starters. Food, emerged as the most popular choice, as it cuts across geographies & segments. We further included elements of bollywood and integrated our products and services in the story line.”

Chilli Paneer is an interesting and novel approach whereby DBS Bank attempts to be a part of the consumers’ day to day conversations.

Speaking on behalf of 4nought4 (a digital agency of CartWheel Creative Consultancy), Manik Choudhary, Co-Founder at 4nought4 said, “Very rarely does one see a client who takes this approach. Interestingly the brief was to work beyond a traditional television launch campaign. The push-back was always to find brand relevance in consumer space. Chilli Paneer is not just about a product or a service. It’s a story of two people who discover their purpose in life and how the bank acts as an enabler.”   

Led by the Digital medium the film is hosted on www.chillipaneerfilm.com  the campaign is spread across 4 weeks and supported by print, radio and outdoor on-ground activities.