A music Video announcing the arrival of Equitas Small Finance Bank. The first stage of pre-launch was to focus entirely on the Tamil Nadu audience. The brand wanted to be appealing to early adopters and younger audiences who wanted something new.
It's Fun Banking was chosen as the brand positioning.
We went to the market with the prelaunch campaign, 'ROUTE AH MAATHU' (roughly translated to 'Change Your Approach'). This teaser music video was the precursor to the launch campaign that captured the essence of the brand. I penned the lyrics for the song.
Credits:
Music: Madley Blues
Agency: FCB Interface
Production House: Happy Unicorn
