AU Small Finance Bank (AU SFB), has launched its new brand campaign continuing the theme ‘Soch Badlo, aur Bank Bhi.’ Featuring actors Ranbir Kapoor and Rashmika Mandanna, the campaign takes a different creative approach, with McCann presenting an entertainment-led interpretation of the core message aimed at a wider audience.
The campaign uses humour, everyday conversations and familiar situations to encourage viewers to evaluate whether their current bank meets their financial needs. Instead of directly promoting AU SFB’s services, Ranbir and Rashmika serve as prompts within the stories, nudging consumers to consider better banking options. By grounding the message in relatable settings, the campaign asks customers to reconsider their banking choices and look at what AU SFB offers as an alternative.
The communication outlines AU’s product propositions for consumer and business customers. For consumers, the bank highlights higher interest rates with monthly payouts on AU Savings Accounts and lifestyle benefits on AU Debit Cards. For businesses, AU’s Current Account suite includes lending, payment collections, merchant solutions and Trade and Forex services, allowing companies to manage banking needs on a single platform.
The AU 0101 App and AU 0101 Business App remain central to this offering, providing branch-like services on mobile with real-time visibility, integrated money management, payments, collections and service requests.
The campaign films, directed by Hemant Bhandari and produced by Chrome Pictures, will run across TV, digital, social and print platforms to expand AU’s reach. The campaign supports AU’s goal of being a preferred banking partner for individuals and businesses across India.
Speaking about the campaign, Sanjay Agarwal, Founder, MD and CEO, AU Small Finance Bank, said, “This campaign, based on core thought of ‘Soch Badlo, aur Bank Bhi’, inspires customers to reflect on their banking choices, as we bring the message in a more contemporary, relatable, and entertaining way. Ranbir and Rashmika help us convey this with honesty and charm, while our product strengths in Savings and Current Accounts provide strong reasons to make the switch. This campaign reinforces our commitment to offering customers a smarter, more intuitive banking experience as we prepare for our transition into a Universal Bank.”
Sharing his perspective, Prasoon Joshi, Chief Creative Officer and CEO of McCann Worldgroup India said, “It’s about exploring the consumer’s evolving mindset through a lens of warmth and relatability. The team wanted to move away from being transactional and find the humour in everyday human truths. The films are rooted in the texture of daily life. The brand team through this campaign created an invitation for people to pause and rethink their banking relationship, but with a smile.”
