MAM
AU Small Finance Bank & Kiara Advani ask “Soch Badlo aur Bank Bhi”
Mumbai: AU Small Finance Bank (AU SFB), India’s largest SFB and a name synonymous with innovative banking solutions and customer-centricity expands its brand campaign, Badlaav Humse Hai, under a tactical theme of “Soch Badlo aur Bank Bhi”.
The campaign encompasses thought-provoking messaging across three distinct product themes – savings accounts, current accounts, and video banking for complete banking, each designed to empower customers with choice, and convenience offered through technology-led solutions. L&K Saatchi & Saatchi is the creative agency of the campaign.
Leading Bollywood female actor Kiara Advani’s continued brand association with AU Small Finance Bank adds a touch of warmth and youthfulness to the campaign. Her versatile persona embodies the bank’s commitment to understanding and catering to the diverse needs of its customers. The campaign features her as a solution provider towards banking-related matters, celebrating the ever-increasing empowered financial decision-making by women in India.
In a world where traditional banking norms often confine customers, AU Small Finance Bank champions banking that adapts to individuals and businesses while staying within the regulatory guidelines. The campaign’s overarching message is clear: It’s time to rethink on your existing banking solutions and embrace Badlaav that cater to evolving needs.
Speaking about this new campaign, AU Small Finance Bank executive director Uttam Tibrewal said, “Extending from our previous brand campaign ‘Badlaav Humse Hai’, which garnered immense appreciation and amplified AU SFB brand presence, we are delighted to launch this latest brand campaign. AU has always believed in capturing customers imagination and challenging the status quo to deliver what they actually desire. This new brand campaign reflects that ideology and is tailored to resonate with the evolving aspirations of our customers. Recognizing the paradigm shift in role of women in financial decision making, we are elated to continue with Ms. Kiara Advani personifying our brand ethos. Our vision transcends beyond conventional banking—we are here to give complete banking through financial journeys that are convenient, accessible, modern, and attuned to the customers requirements.
Our message is to empower every individual with banking like never before. The Soch Badlo, aur Bank Bhi campaign celebrates that change that redefines banking.”
L&K Saatchi & Saatchi & Publicis Worldwide India CEO Paritosh Srivastava added “AU Small Finance Bank has had an incredible journey over the last six years and gained the trust of millions. It’s the largest SFB in the country. Our philosophy of being the agent of change in the banking industry is at the heart of our success. This campaign builds on the philosophy of ‘Badlav Humse Hai’ and highlights the superior quality of AU Bank’s products which are designed keeping the consumer pain points in mind. It also urges consumers to question their banking choice. AU SFB is already a respected bank. Now, we have to build a powerful brand that will resonate with millions of Indians and transform their banking experience.”
The campaign is strategically crafted to resonate with diverse audiences across the country highlighting the monthly interest payment with competitive interest rates of up to 7.25 per cent per annum on savings account, complete business banking solutions starting with a feature-loaded current account and state of-the-art AU 0101 Digital Banking platform with 24×7 video banking to provide branch-like experience.
The campaign will broadcast on TV, print, radio, OOH, and digital platforms, targeting a wide audience, and consolidating AU SFB’s position as the first preference of customers.
MAM
JBCN Education appoints The Other Circle for PR mandate
Mumbai agency to lead communications for progressive K–12 group.
MUMBAI: JBCN Education just circled in a fresh voice because when your classrooms already think outside the box, the next logical step is to get the story out of the classroom. JBCN Education has appointed Mumbai-based communications agency The Other Circle (TOC) to handle its public relations and strategic communications mandate. The partnership aims to amplify the institution’s distinctive Educreative philosophy, which blends rigorous academics with experiential learning, creativity and values-led development.
TOC will shape JBCN’s narrative through educator-led thought leadership, media engagement and strategic storytelling, fostering deeper conversations with parents, educators and the academic community on modern, meaningful learning.
JBCN Education, senior vice president for marketing Nikhil Sharma said, “Every institution has a unique narrative, one filled with innovative learning, passionate faculty, and the next generation of Changemakers. The Other Circle’s strategic approach and deep familiarity with the education sector make them the right partner to strengthen our brand presence and forge meaningful connections.”
The Other Circle Group of Companies co-founder & CEO Aakanksha Gupta added, “The best communications work happens when the story is already true—you just have to find the right way to tell it. JBCN Education represents a powerful shift in how learning is imagined and delivered in India, and that story is rich: a philosophy that’s lived in the classroom, educators who believe in it, and outcomes that speak for themselves.”
The appointment marks a new phase for JBCN as it seeks to lead national conversations around progressive education, inquiry-based learning and preparing students for an interconnected world.
In an education landscape where the real competition isn’t marks but mindset, JBCN isn’t just teaching kids, it’s teaching the country what forward-thinking learning can look like, and now it’s got a voice loud enough to make sure everyone hears it.
