India, 25 Apr 2023 – DBS Bank India unveiled its latest ‘One DBS’ brand campaign that captures the powerful, new benefits to customers from the expanded branch network across the country, with banking solutions for both individuals and businesses. The campaign launched with a fast-paced brand film that talks about the bank’s ability to up the ante with the combination of its enlarged physical presence and much-awarded digital expertise.
The campaign features creative visuals highlighting DBS Bank India’s pan-Asia and pan-India presence, reiterating its position as the bank of choice when it comes to Asian connectivity. While perhaps not yet everything, everywhere all at once, the expanded scale will certainly help DBS offer much more to customers. The bank’s strong digital capabilities already enable it to deliver innovative, seamless solutions that meet the unique needs of both enterprises and retail consumers. In addition to the expanded scale, the brand film builds on its purpose i.e. what DBS wants to stand for – its commitment to responsible banking and expertise in sustainable finance.
The brand film will be promoted via a 360-degree campaign, including TV, Outdoor and digital media. Leo Burnett was the agency leading the film production and conceptualization of the campaign. “DBS is a very different kind of bank that stands out in its approach to reimagining banking. Our film does a great job of illustrating the benefits from the bank’s impressive scale as ‘One DBS’. From an expanded presence in over 500 branches to being recognized as Asia’s safest bank for 14 years in a row, to being a trusted partner for small and big businesses; it’s truly a story of a bank that has a whole lot to offer, that lets you live more. A story told the DBS way.” Mayuresh Dubhashi, Group Executive Creative Director, Leo Burnett.
The TVC will run on forty-one channels, across genres like News, Movies, and GEC entertainment, and in 7 different languages (English, Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi).
Elaborating on the campaign, Shoma Narayanan, Managing Director – Group Strategic Marketing & Communications at DBS Bank India, said, “We are thrilled to announce the launch of our latest brand campaign that builds on the differentiator of our “phy-gital” offering. DBS occupies a unique space in the Indian market and is the largest foreign bank in India by branch presence. Our new campaign underscores how we can bring together the best of both our global expertise and wide, local network to leverage our enhanced scale and create the best customer experience. As a purpose-driven bank, DBS is now uniquely positioned to harness our deep, regional insights and digital proficiency to deliver exceptional value to not only individuals and businesses across the country, but also to the community at large.”
Over the years, DBS’ communication and advertising have been seen as category-defying in the banking industry. DBS Sparks is just one example. An industry-first online mini-series, it follows a group of young bankers navigating work and their personal lives. Inspired by true stories, the mini-series depicts how these bankers challenge the status quo, go above and beyond to solve their client’s challenges, and genuinely make an impact in DBS’ quest to be the best bank for a better world. Since its inception, SPARKS has garnered more than 115M views and 16M engagements in India alone. The new season launched this year focuses on the people and technologies that make DBS a #differentkindofbank.
DBS has been named “World’s Best Bank” and “World’s Best Digital Bank” by multiple publications such as Euromoney, Global Finance and The Banker in recent years. In 2022, it was recognised by Brand Finance as the most valuable bank brand in Southeast Asia and among the top 40 global bank brands, with a brand value of USD 8.7 billion. DBS has also been accorded the “Safest Bank in Asia” award by Global Finance for 14 consecutive years from 2009 to 2022. DBS continues to be studied as a transformation role model, with Harvard Business School (HBS) capturing the bank’s digital transformation journey in a 2023 case study.