Financial Services, Commercial Public Services, Business Products & Services

The Shortlist
CAMPAIGN
DBS Chilli Paneer 2
AGENCY
SapientNitro
CLIENT
DBS Bank
BRAND
DBS Bank Ltd.
DETAILS
The interactive film is about Ken, a young boy who comes to India, falls in love and opens his own restaurant.
 
The film is shot from Ken’s point of view and allows viewers to take decisions on Ken’s behalf.
 
As the film begins you see that Ken and his girlfriend Asha are feeling burnt out running their restaurant. They decide to take a break and, as a viewer, you choose what kind of journey they will take: Adventurous or Ambitious.
 
Both options lead the viewer to Goa but for different reasons. As you move through their journey – viewers are exposed to 15 decision points. Every decision changes the story and every story changes the experience and every experience changes the ending.
 
Each experience is unique from the other. Thus, every film is unique from the other. Written on final draft, the complex story line makes for one truly immersive experience.
CAMPAIGN
MasterCard Digital & E-Commerce Engine - A Revolutionary Convergence
AGENCY
Digital Arts Network
CLIENT
MasterCard
BRAND
MasterCard
DETAILS
India has the second biggest population in the world, over a quarter of which uses the Internet on a regular basis (350 million). It has 134 million active social media users spending more than 2.5 hours every day accessing mostly Facebook (which is higher than the average time spent watching TV every day). While footfall in brick and mortar retail is seeing harsh annual declines, the eCommerce industry will see a 72% increase in average annual spending on online purchases per individual in 2016 and will cross the US$100-billion mark in value by 2020. 
 
This case study will show how we revolutionised a 50-year-old brand’s approach to its consumer-led business - a new system that has delivered record-breaking, industry-smashing business and engagement results. Introducing MasterCard’s Digital and eCommerce Engine.  
CAMPAIGN
What's on your plate?
AGENCY
Publicis Communications
CLIENT
Citibank
BRAND
Citbank
DETAILS
This is a story of how a bank brand overcame the challenge of being just a transaction enabler to a social co-conspirer in the life of a foodie.
Dining out in India is coming of age with food interactions becoming an active participant in our social lives. Food related search on mobile has gone up by 100% and CAGR of 24%(FICCI, 2015), popularity of food channels, reality shows like MasterChef, apps like Zomato, food blogs, food related FB posts and gourmet Instagram accounts reflect the surge of the foodie wave.
 
For Citi cards, dining is a critical pillar of growth as it contributes to 10% of the total transactions. Active dining users also tend to spend and transact more often than other card users (Citibank Source). Therefore banks have always strived to offer discounts at partner restaurants to increase usage. While these could have worked in the past, today with innumerable restaurant options, undistinguishable offers and clichéd communication, discounts can rarely drive dining decisions. 
 
In order to transform the seemingly passive, transactional relationship into a more social and meaningful one, we picked cues from the culturally changing idea of food, dining and social image. With social media acting as personal brand pages for people, food conversations become an extension of one’s personality revealing – where one eats, travels, what one reads, with whom one hangs out etc. Building on this insight Citibank launched a provocative integrated mobile led campaign - #WhatsOnYourPlate.
 
Making over 100MM impressions, 43% increase in daily transactions volume and 29% increase in daily spends – Citi India cards preference jumped to the highest ever score of 70 to join the league of best preference globally- Not just a campaign but a headline maker.
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