A second-tier Indian public sector bank has been running a fascinating advertising campaign on some TV channels recently. I noticed the ads during the telecast of the recent international cricket matches being played by the Indian team.
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The key message being delivered by Bank of India through this campaign is their understanding and respect for different types of relationships. I can't remember an advertisement ever giving me goose-bumps, but two of the ads in this campaign did. In one of the ads, two old men go through a ritual of drinking tea at a roadside "dhaba", sharing a newspaper, and not a word is spoken between them. The relationship between these two retired gentlemen jumps out at you, and touches your heart.
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Am I going to run to Bank of India tomorrow, and start an account with them? Not really. Even though this campaign has done wonders to the recall value of the bank's brand, it will not sweep away the baggage of inferior service associated with the public sector anytime soon. It will take a lot more for me to take my business to them. Perhaps a recommendation from someone I trust might be a good start.
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