AU Small Finance Bank (AU SFB) has unveiled its new brand campaign carrying forward the brand’s core theme of Soch Badlo, aur Bank Bhi (Change Your Thinking, Change Your Bank).
Featuring Bollywood actors Ranbir Kapoor and Rashmika Mandanna, the campaign marks a creative departure from its predecessor, with McCann with the core messaging that repositions AU SFB’s brand promise for a broader audience.
The campaign relies on humour, everyday conversations, and relatable character moments to drive its central premise: encouraging viewers to critically examine whether their current bank truly meets their financial needs.
Kapoor and Mandanna function as subtle catalysts within these narratives, gently prompting audiences to consider more rewarding banking choices. By grounding the message in recognisable scenarios, the campaign invites consumers to rethink their banking relationships and explore what AU SFB offers as an alternative.
Speaking about the campaign, Sanjay Agarwal, Founder, MD and CEO, AU Small Finance Bank, said, “This campaign, based on core thought of ‘Soch Badlo, aur Bank Bhi’, inspires customers to reflect on their banking choices, as we bring the message in a more contemporary, relatable, and entertaining way. Ranbir and Rashmika help us convey this with honesty and charm, while our product strengths in Savings and Current Accounts provide strong reasons to make the switch. This campaign reinforces our commitment to offering customers a smarter, more intuitive banking experience as we prepare for our transition into a Universal Bank.”
Sharing his perspective, Prasoon Joshi, Chief Creative Officer and CEO of McCann Worldgroup India, said, “It’s about exploring the consumer’s evolving mindset through a lens of warmth and relatability. The team wanted to move away from being transactional and find the humour in everyday human truths. The films are rooted in the texture of daily life. The brand team through this campaign created an invitation for people to pause and rethink their banking relationship, but with a smile.”
The films have been directed by Hemant Bhandari and produced by Chrome pictures. The campaign will run across television, digital platforms, social media, and print.
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