HDFC’s new television ads

HDFC Bank has launched two new television ads titled 'Must be Serious' and 'Making a Mess'. The campaign has been conceptualised by Satbir Singh, NCD, and Nilesh Vaidya, senior creative director, Euro RSCG. Ravi Deshpande Films has produced the films.

HDFC Bank had recently launched the 'HDFC Bank Meritus Scholarship', is taking forward this initiative with the new ads.

The HDFC Bank Meritus Scholarship programme is an ambitious programme, which seeks to reward all-round excellence among students and help contribute to their overall development. The awardees from all over the country would receive a scholarship ranging from Rs2,500 to Rs10 lakh.

Contrary to the title, Must be serious, a fun film based on an insight that any child will relate to is targeted towards children, the other film, Making a mess has more of an adult, emotional appeal, and is targeted at parents.

Must be Serious revolves around a very basic insight - a child who's an 'achiever' can do no wrong and why? Because he has won a Meritus Scholarship.

Making a Mess celebrates parents' pride in their child's achievement. A boy who has won the scholarship wants to surprise his mother with it, and chooses to do so in a typically childish way  - by making a mess, leaving a trail of things for his mother to pick up that lead to the scholarship scroll.

By the time she gets there, she's fuming at her son's untidiness, which immediately turns to pride and happiness.

The campaign will be mainly driven by television, but will also be supported by below the line activities.