| Titulo | DBS Chilli Paneer 2 |
| Agência | Publicis Sapient |
| Campanha | Chilli Paneer |
| Anunciante | DBS Bank |
| Marca | DBS Bank |
| Posted | Mai 2015 |
| Sector Empresarial | Serviços bancários, investimentos, corretores de bolsa |
| História | In 2014, DBS Bank launched in India with Chilli Paneer, a digital film about a young entrepreneur called Ken. The film was an instant success but soon the young digital audience moved on. We needed to reconnect with the audience in a more meaningful way. We knew young Indian entrepreneurs had connected with Ken and secretly wished to follow their dreams like him. We decided to activate their aspirations by giving them a chance to do exactly that. |
| Filosofia | For the campaign we took Ken’s story forward. But this time we created an interactive film campaign that allowed viewers to take charge of Ken’s life. People could now be Ken and take business and life decisions on his behalf. In order to develop our unique campaign we connected with our audience on the social network. We asked them what do they think happened to Ken. People responded. We documented their predictions and took Ken’s story where no one expected, in a way no one had imagined. We created India’s first interactive film hosted by the brand. The film allowed people to interact with the content by giving them charge of Ken’s life. Every decision they took changed the story and the ending of the film. At the end of the film, based on the choices, we told people what kind of entrepreneurs they really were. This became an identity for a viewer and we encouraged them to connect with each other in the digital world. People started collaborating as we allowed them a platform to connect. There has been a shift in the way people look at DBS Bank, it seems to have its own identity and is loved by entrepreneurs. Followed by the success the brand actually created a platform called spark in India: http://www.dbs.com/spark/index/en_in/index.html This platform allows young entrepreneurs to connect and start something on their own |
| Resultado | In little time, we had over 0.5 million views from 2,75,000 unique visitors. People spent average 5.38 minutes with the film. Our #HappyEnding trended for 3 days on social network. We engaged with over 1.3 million people and got media coverage worth 27 million Indian Rupees. DBS Bank has become one of the most respected financial brands in India. Our brand saliency rose by 10% last year. And our brand consideration went up to 17% as against 1% in the previous year. DBS Bank is a new and smaller player in the cluttered market, but found its own niche with very little media budget. |
| Tipo de Mídia | Branded Content |
| Comprimento | |
| Produtora | Equinox Films |
| Chief Creative Officer | Gaston Legorburu |
| Chief Creative Officer | KV Sridhar |
| Director criativo | Piyush Gupta |
| Redator | Piyush Gupta |
| Redator | Nitin Parmar |
| Director de arte | Harsh Kaneja |
| Director de arte | Sanjeev Balakrishnan |
| Technology Department | Ravi Pal |
| Technology Department | Alok Kumar |
| Technology Department | Ajay Vishnu |
| Director de publicidade | Sheran Mehra |
| Director de publicidade | Mukesh Waje |
| Director de publicidade | Krishna Kota |
| Realizador | Nitin Parmar |
| Producer | Manoj Shroff |
| Producer | Sia Bhuyan |