Most financial commitments run on a monthly cycle. Rent, utility bills, subscription services. Savings account interest, however, has long been credited quarterly, a quiet inconsistency that few have stopped to question.
IDFC FIRST Bank’s latest campaign, doesn’t exaggerate this. It simply names it.
Conceptualised by Schbang, the multi-film digital initiative is built on one observation: banking has long been written in a language customers are expected to learn, rather than one that speaks to them. EMIs are debited on time. A customer’s own money doesn’t always move with the same logic.
These aren’t dramatic injustices. They’re the quiet, everyday frustrations that erode trust over time. The campaign’s creative premise was to call them out without theatrics, and ask one question: why is it like this? And more importantly, it doesn’t have to be.
The two propositions, monthly interest credits on savings accounts and zero charges on savings account withdrawals, are presented not as product announcements but as corrections. A bank adjusting to its customers’ reality, not the other way around.
Each film is anchored in a distinct behavioural insight. The target audience spans students encountering money management for the first time, young professionals navigating their first salaries, families managing multiple financial obligations, and older customers who want banking to stop feeling like a puzzle. What connects them is the same quiet frustration: a sense that banking was designed for banks, and customers were expected to fall in line.
A significant part of the creative process involved resisting banking language. Scripts were interrogated for jargon at every stage, with even common terms like ‘foreclosure’ going through multiple rewrites to find simpler equivalents. The brief was consistent: if a customer wouldn’t say it, the campaign wouldn’t either.
Sumeet Vyas fronts the campaign, chosen for fit over fame. His established screen persona, candid and unhurried, aligns with the tone ‘Straight forward and clear Banking.’ requires. It works only when it sounds uncontrived, and that’s the reason for the casting.
Commenting on the campaign, Huzefa Roowala, National Creative Director at Schbang, said, “Banking has been written in a language people don’t speak, and then customers are blamed for not understanding it. With the latest campaign, we flipped that. We took everyday money truths, the kind you feel in your monthly life, and turned them into films that sound like real conversations. No dramatisation, just the drama of reality. And huge credit to our copywriter, Meet Shah, for keeping the writing honest, sharp, and wonderfully un-bank-like.”
About Schbang
Schbang, established in 2015, is a Creative, Media, Technology Transformation company with offices across Mumbai, Bangalore, Delhi-NCR, London, UK, Amsterdam and Stockholm. With a team of 1200+ members, it delivers growth-driven end-to-end solutions across creative development, strategic advisory, film production, web, design, content, data science, and media planning & buying verticals. It is also a valued Google Premier Partner, Adobe, Hubspot, MoEngage, Shopify, ONDC, and Zoho Premium Partner.
It has featured as a LinkedIn Top 25 start-up in 2018 and 2021 and on the Financial Times’ 450 High Growth Companies in the Asia Pacific List. In the last few years. Schbang has created some exciting and award-winning digital work for brands like Jio, Britannia, Fevicol, Ashok Leyland, Garnier, Cipla, Finolex Pipes, Crompton, Philips, Kaya Skin Clinic, London Dairy, Johnson & Johnson Baby, Mattel, ASUS, Kotak811 and many more brands.
Company Address:
Mumbai | Kamala Mills Compound, 201 to 203 Trade World, Tower B, Lower Parel, Mumbai, Maharashtra 400013 Bangalore | OXFORD TOWER-2, Door no. 901 8th floor, 139, Kodihalli, Bengaluru, Karnataka 560008 Delhi | 1-A, Khasra No. 275 , First Floor, Westend Marg, Saidulajab, Saket, New Delhi, Delhi 110030 Amsterdam | Weesperstraat 388, 1018 DN Amsterdam, Netherlands
London | 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ
