AU Small Finance Bank (AU SFB) has launched a new brand campaign featuring Bollywood actors Ranbir Kapoor and Rashmika Mandanna. The campaign, titled “Soch Badlo, aur Bank Bhi” (Change Your Thinking, Change Your Bank), aims to encourage viewers to re-examine their banking choices and consider AU SFB as a more rewarding alternative. The campaign takes a creative departure from its predecessor, using humor, everyday conversations, and relatable character moments to drive its central premise.
The campaign highlights AU SFB’s strengthened product propositions, including higher interest rates on savings accounts, lifestyle benefits on debit cards, and a comprehensive current account suite for businesses. The bank’s digital infrastructure, including the AU 0101 App and AU 0101 Business App, is also showcased as a key differentiator in the market.
According to Sanjay Agarwal, Founder, MD & CEO of AU Small Finance Bank, the campaign inspires customers to reflect on their banking choices and offers a smarter, more intuitive banking experience. The campaign will run across television, digital platforms, social media, and print, strengthening AU’s reach across customer segments.
AU SFB has received in-principle approval from the Reserve Bank of India to transition into a Universal Bank and has established itself as India’s largest Small Finance Bank. The bank has a wide network of over 2,626 banking touchpoints across 21 states and 4 union territories, serving more than 1.2 crore customers.
The campaign has been created by McCann, and the films have been directed by Hemant Bhandari and produced by Chrome Pictures. With this renewed creative push, AU SFB reinforces its ambition to be the preferred banking partner for individuals and businesses across India.
The bank’s financial strength and investor trust are reflected in its ratings, including a ‘AA/Stable’ rating from CRISIL Ratings, ICRA Ltd., CARE Ratings, and India Ratings. Its fixed deposits carry a ‘AA+/Stable’ rating from CRISIL Ratings, demonstrating its commitment to offering customers a secure and rewarding banking experience. Overall, the campaign aims to position AU SFB as a leader in the banking industry, offering a unique and customer-centric approach to banking.