"Kasikorn has been well-perceived as a progressive, modern Thai bank," explained Rati Panthawi, management partner at Ogilvy & Mather, the agency handling the account.
The agency's 90-second TVC kicked off on October 1, when all commercial stations in Thailand simultaneously aired the spot. It shows an old lady looking for help; one of the bank's employees turns into a 'Khero' (a super hero) and provides her with assistance.
"The bank's target is very broad, naturally. However, we feel that the younger generations, who may have less brand loyalty, would be the key area," added Rati.
'Super hero' TVC celebrates 60th year for Kasikorn
To mark its 60th anniversary, Kasikorn Public, the country's fouth largest commercial bank, has launched a campaign aimed at reinforcing its modern image and service quality.
