One of the world’s largest banking and financial services organisations, HSBC India has announced its latest advertising campaign, which features the former Indian captain and one of the best batters of the modern era, Virat Kohli.
In order to support the objectives of an ambitious India going international, the campaign, which was conceptualised by Wunderman Thompson’s group firm Contract Advertising, emphasises HSBC’s mission of “Opening up a world of opportunity” and includes Kohli in a never-before-seen avatar. In a partnership to use the talented cricketer’s appeal to highlight the advantages of banking with HSBC, the right-handed batter was recently named the brand influencer by HSBC India.
To reach the target numbers, the campaign will be executed through print, television, outdoor, OTT platforms, and digital media.
A hitherto unseen aspect of Virat’s personality is shown via the campaign. The most recent TV commercial for the company starts with a sight of a cricket stadium and features Virat’s name on a billboard next to an elite list of batters before abruptly starting to fade away. Newspapers, YouTube channels, a dressing room wall, and a trophy case all have the same design as the Honours Board at a press conference where Virat’s prominence is seen waning with time. He puts on his helmet and stands in front of the red door to his dressing room before the camera cuts to a close-up of his face.
In the last seconds of the commercial, Virat is heard encouraging millions of viewers to forget about all of his achievements and his cricketing past and to instead focus on the new prospects and the persona he is going to adopt. He leaves the entrance as it finally opens into a bustling stadium. As he steps away from the camera, the open red door transforms into the HSBC emblem with the impactful phrase “My Account Starts Today.”
Talking about his first-ever ad with HSBC India, Virat Kohli said, “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. 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.”
Sandeep Batra, Head, Wealth and Personal Banking, HSBC India, said, “Our collaboration with Virat Kohli reflects the deep-rooted positive sentiments and unwavering commitment to India. 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- Wealth and Personal Banking, HSBC India, said, “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.”
Rahul Ghosh, ECD & Mumbai Creative Head, Contract Advertising, said, “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. 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.”