Not putting the limelight on product or features has another edge: It helps you stand out in a cluttered advertising world. You get noticed. And this is what a commercial has to do.
The contrast is glaring. One talks about ‘bank’, the other talks about ‘banking’. One bank is using a top Bollywood celebrity with a distinct swag and signature style, the other bank has roped in one of the best batters in the world who scores prolifically. One brand talks business in its latest advertising campaign, and the other means business in its recent commercial. It’s HSBC’s ‘My account starts today’, versus Kotak Mahindra Bank’s ‘Fyn does all this with a single login’. It’s a tale of two banks, two products, and two styles of advertising.
Let’s start with ‘fyn’. A new digital business banking platform, fyn, claims Kotak Mahindra Bank in its commercial, takes care of daily business banking needs—trade, account services, collections and payments—with one single login. Endorsed by Ranveer Singh, fyn has an answer to four typical banking queries. From import-export regulation in three steps, to giving a holistic view of business, to approving payments on the go, and to moving from paper to digital, fyn talks about the solutions it offers. In short, Kotak Mahindra Bank highlights the features of its products and why should one switch to ‘business banking’.