Sachin Tendulkar, brand ambassador for DBS Bank India


DBS Bank India has launched a new pan-India brand campaign with Sachin Tendulkar as the brand ambassador. The campaign portrays the bank as a trustworthy partner for all of a customer’s life’s major and minor events.

The Covid-19 outbreak served as a sharp reminder of many worldwide inequities. But it has also amplified them at a never-before-seen magnitude and speed. The IMF’s current Globe Economic Outlook, released in late October 2021, shows how the global disparity has widened over the course of the pandemic, with the gap between industrialised economies and the rest of the world widening the greatest.

The brand film ‘Uplift’ tells the narrative of a young entrepreneur whose clothing firm is slowed by covid regulations. She is able to turn her business, though, thanks to timely support from DBS. The commercial highlights small and large businesses’ resilience and innovative mindsets in navigating problems, as well as how DBS, as a trusted partner, can assist with new-age banking solutions.

DBS has always believed in empowering people and businesses to make a positive difference in their lives outside of banking. Following the pandemic, the bank actively engaged with and implemented measures to help the country recover. DBS’ dedication to securing lives and livelihood is reflected in the brand campaign.

Sachin Tendulkar stated that the correct support system is an unavoidable aspect in overcoming life’s problems, just as they did while playing cricket, and that he is ecstatic to be a part of spreading the positive message.

According to Mayuresh Dubhashi, ECD (Executive Creative Director) Leo Burnett, reassuring clients in difficult times and inviting them back has been a key emphasis area for DBS.

The ‘Uplift’ marketing campaign follows another brand video, ‘Strong Heritage, Smart Banking,’ which highlighted DBS’ customer-centricity and digital capabilities. Sachin Tendulkar, who has delivered his lines in Tamil, is featured in the commercial. Following the merger with Lakshmi Vilas Bank, the ad resonates strongly with the audience in South India and is a marquee marketing activity in the region (LVB)

DBS Bank Ltd, located in Marina Bay, Singapore, is a Singaporean multinational banking and financial services business. DBS operates across 18 markets. As the centre of economic gravity changes eastwards to Asia, an Asia-focused commercial bank focuses on maximising the region’s long-term potential.

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