DBS Bank: Chilli paneer 2

This case study describes how DBS Bank, a global bank that had launched in India, revisited its successful launch campaign to reconnect with its young digital audience.

DBS Bank: Chilli paneer 2

Campaign details

Agency: SapientNitroClient: DBS Bank Ltd.Category: Financial Products and Services

Executive summary

This case study describes how DBS Bank, a global bank that had launched in India, revisited its successful launch campaign to reconnect with its young digital audience. The initial campaign had featured a young entrepreneur called Ken; for the sequel, DBS asked people what they thought happened next to Ken. By engaging young Indian entrepreneurs in the campaign, DBS were given access to their target audience's aspirations, which the bank then sought to activate. The campaign trended...

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