The State Bank of India (SBI), needed to boost their auto loan subscribers’ base. At this point, let it be noted that a large part of the Mumbai working population travels to work in local trains. Apart from suffering a huge crowd in the compartments, passengers often reach their destinations with miserably-trodden shoes. A quick two minutes with the shoeshine boy ensures that the shoes get back their shiny complexion.
What I did was paste posters on the shoeshine boys’ boxes which read:
‘No more trampled shoes to work.
SBI car loans at the lowest interest rates. Toll-free number ---.’
Similar communication was put up at hoardings, in newspapers and aired on radio.
Figuratively, fuelled by the fantastic interest rates and increased disposable incomes for the financial year ’05-06, car loan subscriptions went up by INR 1996 crores, ie 35.2 million Euros.
The campaign went on to win two silvers at the Abby Awards (India’s best-recognised advertising awards) in the ‘Financial Products’ and ‘Integrated Campaign’ categories. And two more at the Effies (Effectiveness Awards) including the Yahoo ‘Big Idea’ Award.
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