digibank by DBS
I worked on digibank for 2.5 years during my term at Digitas India. digibank, powered by DBS, is an entire bank squeezed to fit into your smartphone. Its objective? Changing banking as you know it. digibank uses 'WIFE' tonality for their social platform communication. (WIFE = Witty, Engaging, Fun, Engaging)
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digibank boasts of a Debit Card made from 99% recycled plastic. For world environment day, they wanted to promote this card while also not being too direct about it. The solution - The carbon-emission-conscious ad.
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The Union Budget of India is a rather lengthy and boring speech. But everything about it is relevant to the everyday lay man. So digibank took on the onus of simplifying the Union Budget so that everyone could understand what it means for them.
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We used trending/famous dialogues from movies in an interesting, amusing way to talk about digibank USPs or digibank’s products. This grabbed attention because of the movie’s popularity and secondly also communicated something about the brand's products.
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digibank is not a bank, it's an Unbank. That's why their ads only look like they're advertising themselves. If you look closely, they're actually advertising 'unbanking'.
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In line with the International Women’s Day’s theme : #ChooseToChallenge, digibank chooses to challenge society’s perception of women and their finances.
There is a common stereotype that women waste money, that women splurge on frivolous things like make-up and excessive shopping. In reality though, the idea that a woman was ‘wasting money’ came from the place that the money was never hers to begin with.
Today, women are earning for themselves, what they choose to do with their money is no one’s business but their own.
digibank presents #MyMoneyMyBusiness
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When the 2nd wave of Covid hit India, selling anything that was not a necessity felt insensitive. On convincing our clients to stop talking about offers and savings, we pitched this content to them.
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We all have different ways of expressing our love, and universally, these are called love languages. (gifting, quality time, affection etc)
But what is your love language for your money? On Valentine’s day, digibank helps you discover your love language.