AU Small Finance Bank (AU SFB), the first Small Finance Bank to receive in-principle approval from the Reserve Bank of India to transition into a Universal Bank, unveils 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 delivering a fresh, entertainment-forward interpretation of 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 meets their financial needs. Rather than hard-selling AU SFB’s services, Ranbir and Rashmika function as subtle catalysts within these narratives, gently prompting audiences to consider more rewarding banking choices.
By grounding the message in authentic, recognizable scenarios, the campaign invites consumers to rethink their banking relationships and explore what AU SFB offers as an alternative.
The communication highlights AU’s product propositions across consumer and business segments. On the consumer side, the bank offers higher interest rates with monthly payouts on AU Savings Accounts, alongside lifestyle benefits and merchant offers on AU Debit Cards. For businesses, AU’s Current Account suite integrates lending, payment collections, merchant solutions, and Trade and Forex services – designed to consolidate banking operations in one platform.
Central to this offering are the AU 0101 App and AU 0101 Business App, which bring branch-equivalent service to mobile devices. Both platforms deliver digital banking, real-time account visibility, integrated money management, quick payments, collections, and service requests, positioning AU’s digital infrastructure as a key differentiator in a market demanding convenience.
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.”
Prasoon Joshi, Chief Creative Officer and CEO, 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, strengthening AU’s reach across customer segments. With this renewed creative push, AU reinforces its ambition to be the preferred banking partner for individuals and businesses.
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