'Wealth is a lot more than money' says Dhanlaxmi Bank

The outdoor campaign highlights moments of life that capture the fact that wealth is more about love, joy and peace of mind than anything else.

The 83-year-old Kerala-based Dhanlaxmi Bank, which donned a vibrant and contemporary purple look and went national in 2010, launched its first ever national television campaign in March. The objective of the campaign was to create awareness and build an emotional connect with the target audience. The outdoor promotion for the campaign, titled 'Tann. Mann. Dhan', has been executed across four metros in the country, including Mumbai, Delhi, Bengaluru and Chennai.

The philosophy of the 'Tann. Mann. Dhan' campaign is that 'Wealth is a lot more than money'. The campaign highlights moments of life that capture the fact that wealth is about love, joy and peace of mind.

The campaign created by Ogilvy shows images such as a father and his daughter reading a book, with the copy reading, 'Wealth is a house full of happiness'; a sports coach training a boy where the copy reads 'Wealth is advice that you can actually use'; and, a mother teaching her son how to ride a bicycle where the copy says, 'Wealth is those wonderful growing years'.

Sheran Mehra, head, marketing, Dhanlaxmi Bank, says, "Our tagline -- Tann. Mann. Dhan -- rightly defines the role of the brand in building wealth for its customers."

About 140 strategic outdoor sites, including hoardings, bus shelters and kiosks, were taken up for this outdoor campaign across the four metros. Discussing the focus on outdoor, Mehra says, "For us, outdoor is an important wheel amongst the media vehicles available in the market. It not only helps to create awareness, but also builds imagery."

She shares that the outdoor spend was about Rs 2 crore. Besides outdoor, television and internet are also being employed for the campaign. While Ogilvy has worked on the creatives, Mindshare was in charge of media planning and buying, while Milestone Brandcom was the outdoor agency partner.

For the record, this is the bank's third outdoor campaign after its re-branding. The first one, 'Banking has a new colour', was carried out in Mumbai and Delhi in January 2010, when the bank underwent a re-branding. The second brand campaign was carried out in August 2010, mainly focussing on Dhanlaxmi Bank's rich heritage, pan India network, and the benefits of banking with it.