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Coming to some of the recent campaigns of the bank: The ad for HSBC Premier showed the importance of having a sound advisor behind the triumph of an individual. Ads for commercial banking put to the fore the bank’s skill of providing customised treatment in a very effortless, yet striking manner. One could see print campaigns that had pictorial comparison of people of different mindsets on a single platform. The bank also released various TVCs on the same lines. HSBC’s “Different People, Different Views” campaign was hugely successful and Ogilvy Action took the concept craftedby Contract Advertising ahead and aided it by innovative promotions (in multiplexes of metros).

The line of thought has been used in many ads to drive home the point which seems to have sunk in pretty nicely – thanks to the simplicity of the ideas in the ads. However, despite creating a name for itself, the bank still suffers from an image that is niche. Maybe, it’s time for a fresh idea that also gives it the mass advantage. What say?

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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