HSBC India’s June ad campaign brought to life the banking brand’s purpose of ‘opening up a world of opportunity’ and was fronted by new athlete ambassador and cricketing super star Virat Kohli.
The campaign, conceptualised by Wunderman Thompson group agency Contract Advertising, aimed to align with the ambitions and goals of an India which is increasingly aspirational and international.
Featuring former Indian national team skipper and current Royal Challengers Bangalore star Kohli, the #ViratWithHSBC marketing burst leverage’s the batsman’s huge appeal and reach to illustrate the benefits of banking with HSBC and spans television, print, outdoor, OTT platforms and digital media.
The creative, which mixes real world footage with CGI effects and includes a new Kohli avatar and reveals a side of his personality few have seen before as it blends nostalgia and the future.
The anchor ‘My Account Starts Today’ TV commercial dropped on 5 June and opens with a shot of a cricket stadium and shows Kohli’s s name on a billboard beneath a prestigious list of legendary batsmen before it starts to fade and then cuts to a press conference where Kohli’s presence fades into cuts of a trophy cabinet, newspaper articles, YouTube channels, and a dressing room wall all fading away like the honours board.
Finally, the spot zooms in on a close-up of Kohli’s face as puts on his batting helmet and stands in front of the (signature HSBC red) dressing room door before telling viewers to forget about his past accomplishments and instead to concentrate on the new opportunities. After which the door finally opens and the batting legend walks into an energetic stadium while the red door evolves into the HSBC logo and the ‘My Account Starts Today’ tagline appears.
The spot was backed by additional social content and executions ran with the hashtags #WipeMyRecordClean, #GreatnessMeetsOpportunity, #MyAccountStartsToday and #HSBCIndia.
“Our collaboration with Virat Kohli reflects the deep-rooted positive sentiments and unwavering commitment to India,” outlined HSBC head of Wealth and Personal Banking Sandeep Batra. “With our extensive range of products and services, we are strategically positioned to support multiple facets of India’s economy, poised for enduring growth. This campaign serves as a testament to our dedication to growth and our aspiration to become the preferred international financial partner for our clients.”
Jaswinder Sodhi, Head of Customer Proposition, Digital and Marketing for the Wealth and Personal Banking division of HSBC India added: “The campaign holds a special place in our hearts as it resonates with our core purpose of ‘Opening up a world of opportunity’. In India, cricket’s ability to transcend boundaries seamlessly integrates with our objective. Through the campaign, we are reiterating our dedication to provide new opportunities to our clients. As a brand we are committed to long-term success, investing in the growth and forging an emotional connection with our customers.”
“At the core of the creative idea was a belief that one makes history only when one forgets history. And this campaign was about making all sorts of history,” explained Contract Advertising ECD and Mumbai Creative Head Rahul Ghosh. “It was a coming together of two global icons, yet the approach was iconoclastic. We hope we have shattered some glass ceilings of celebrity and BFSI communications.”
“When I was informed about the association with HSBC the first thought I had was it feels right and comfortable. And that’s something I always look for when an association comes up. I knew that the association would be very organic and natural and not be forced in any way,” commented Kohli in the campaign PR statement. “One can rest on their accomplishments, but the moment at hand is what counts most. My belief system of discipline, commitment, and focus, aspects that have played a key role in my career so far, resonates deeply with HSBC’s rich legacy in India, disciplined approach, and long-standing commitment”.
The creative agency was Wunderman Thompson India where the team that worked on the campaign included Chief Growth Officer Raji Ramaswamy, Executive Creative Director Rahul Ghosh, Chief Strategy Officer Rohit Srivastava, General Manager Ayan Chakraborty, Vice President Sabina Singh, Creative Director Sagar Chhabria, Associate Creative Director Anwesha Praharaj, Creative Directors Bappaditya Saha and Yogesh Palav, Account Director Mihin Mehta, Account Executives Akankhita Roy and Iksha Sinha, plus Manager Akshay Kamble.
Comment
A serial brand ambassador with a vast stable of clients, this is Kohli’s first-ever ad campaign with HSBC India.
When the endorser tie-up was unveiled in April 2023, an HSBC press statement explained that “Virat’s disciplined approach and commitment to his craft converges with HSBC India’s standing as a trusted and dependable financial partner to make this a winning partnership” and that Kohli is “the embodiment of sporting excellence, dependability and trust will help to amplify HSBC’s purpose of ‘opening up a world of opportunity’ as it strives to support the ambitions of an aspirational India going global”.
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