HSBC Sponsors British Museum’s Indian Summer


HSBC launches an Indian-themed marketing campaign to promote its sponsorship of ‘Indian Summer’ – a season of exhibitions at the British Museum.


The promotional campaign, by RMG Connect, spans press, outdoor and digital work – including an online film. The campaign is designed in the style of Indian art form ‘rangoli’ – Rangoli uses coloured powders on open floors.


The objective of the executions, which use the strapline ‘Understanding culture is our business’, is to emphasise that HSBC can help customers do business in India.


An interesting element of the campaign sees the high-street bank host the HSBC Festival of Cricket – a series of children’s cricket training sessions with former England batsman Mike Gatting. The sessions will take place in August at cricket grounds in Leicester, Manchester and Birmingham.


The British Museum’s Indian Summer is a season dedicated to Indian culture featuring a unique programme of exhibitions, installations, performances, lectures and film screenings. From paintings to plants, the is also a rich and varied public programme that appealed to visitors of all ages featuring public debates, screenings of award-winning films and lectures and talks by prominent Indian academics and artists, as well as a wide range of family and educational activities.




A clever engagement dovetailing neatly with the bank’s wider ‘World’s local bank’ marketing concept. By linking with a recognised international property such as the British Museum and emphasising specific local knowledge, a commitment cultural exchange, an understanding life in different cultures and building international relationships this specific sponsorship fits perfectly in the wider concept.


India is an ever more important player in international business and makes an economic and cultural contribution in the UK and around the world, so meets the business development objectives of the banking brand.






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