ING Vysya Bank | The Chase, China Shop & The Spy | India

JWT Bangalore’s senior VP and GM Rajesh Gangwani says that banking usual carries negative connotations for its customers. “The word itself conjures images of long queues, painstaking processes, lack of transparency, loads of bureaucracy and so on so forth,” he said.

Based on ING’s mantra ‘Simplifier of life’s financial journey’ mantra of ING, three commercials illustrate the extreme complications of banking. From loosing a wallet to breaking priceless antiques, the ads illustrates quick and easy solutions to making the day better. The third commercial in the series portrays ING Bank’s automated cheque book re-ordering service. The creative concept all direct back to the ‘Jiyo easy’ tagline

Senthil Kumar ECD at JWT India said: “The idea of using humour as a recess for this bloody recession inspired the films. The area [banking industry] was fertile and called for simple stories that made you laugh out loud, but stuck the service bang in the middle of your memory bank.”

Ratin Dasgupta, the copywriter for the campaign points out, bank ads usually only present ROI growth, trust or the promises of prosperity. JWT saw this as an opportunity to differentiate ING Bank from its competitors using humour. “While banking is a pretty serious business, the problems related to it can actually be quite funny. And since nobody was taking the humourous route, we were more than happy to go down that road.”


The Chase:


China Shop:



The Spy:


Credits:
Project The Chase, China Shop & The Spy
Client ING Bank
Creative agency JWT Bangalore
Executive creative director Senthil Kumar
Creative director Tina Sachdev
Copywriter Ratin Dasgupta
Account servicing Vigyan Verma, Bhupender Agarwal, Romeo Mahato, Navonil Chatterjee
Director Ramamurthy S
Production company Nirvana Films
Exposure Television