DBS Bank India unveiled its latest campaign that talks about safety and how a trusted partner can help find safe solutions even in the most difficult times. The campaign, led by the bank’s brand ambassador Sachin Tendulkar, brings out the salient aspects of safety through a simple, relatable narrative. This comes close on the heels of the bank’s recently launched campaign “Portraits of Purpose India”, that celebrates everyday heroes who are reaching out to help others. Conceptualised by the team at Leo Burnett, the TVC captures the story of a small boy bored at home during the lockdown, while his family is busy with office work and domestic chores. As he attempts to step out to play with his friend, his sister stops him and suggests a safe alternative. The boy and his friend are delighted, and the film ends with Sachin sharing a message around safety. Shoma Narayanan, Executive Director – Group Strategic Marketing & Communications at the bank, said the narrative of the new brand film hinges on safety, trust and resilience. The well-being, both physical and financial, of its customers, colleagues and partners has been the top priority for the bank through these challenging times.
