Contactless Connections, Another Brand Campaign of SBI Card
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State
Bank of India (SBI) Card, India's second largest credit card issuer, announced
the launch of its new brand campaign, "Contactless Connections" that
spreads the message that love and care can be shared even during this difficult
period where social distancing is the norm. The campaign endeavors to bring a
fresh breath of positivity by demonstrating that people can connect emotionally
and spread joy despite the social distancing practices by which we are bound.
The film strikes a chord with the
audience through a concept which is relatable in current times. With easing of
lockdown, people are learning to adjust to a new normal, where physical
distance must be maintained, interactions are virtual, and communication occurs
through the barrier of masks. There is natural concern and inhibition in the
minds of people as they go about their daily lives with a high degree of
precaution in this new normal. However, the film shows that despite these
fears, restrictions and physical distance, people are finding means to connect
care and touch the lives of loved ones, whilst staying safe. It infuses hope
that one can stay emotionally connected, receive support from those around and
touch hearts, despite the distances. The SBI Card has always been an enabler in
spreading joy in consumers' lives and continues to do so, even in these tough
times. Amidst the need to maintain physical distance, payments are one aspect of
everyday life where consumers must adopt safe practices and avoid physical
contact. Contactless payments, enabled by SBI Card, allow consumers to stay
safe. Consumers can simply wave their card or phone or scan a QR code to make
safe, secure payments, without handing over their card or punching in the PIN.
As the film begins, we see a young lady
doctor, with her mask on, entering the lift of her residential society as she
returns from work late at night. As she is about to enter her apartment, she
notices two covered bowls of food kept in a tray at the door. She looks around
in surprise, and a middle-aged lady emerges from the neighboring apartment,
waving and indicating that the food is for her. This brings a warm smile to the
doctor's face, all her hours of toil as a Covid warrior rewarded by a
neighbor’s heartfelt gesture. Hence the film's core message, 'Kisi ka dil
choone ke liye unke paas jaana zaroori nahi'. In the next scene, we see the
doctor buying a bouquet in a florist shop using her SBI contactless credit
card. The film ends with the doctor returning the act of kindness by quietly
placing the bouquet outside the neighbor's door. Hence the film says 'Ab
khushiyan baantiye bina chhuye, credit card ya smartphone se'.
The MD & CEO, SBI Card, Ashwini Kumar
Tewari said, "This new brand campaign has been rolled out to inspire our
customers to keep creating emotional connect even during these unprecedented
times.
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