Team HDFC Bank was in the process of expanding their physical reach by opening 24 branches in 2024. The campaign was to begin from 2nd January 2024.

The communication was based on their existing mission of “To be the wealth creator for every Indian”. They also recommend communicating the fact that while the whole world has moved to digital, HDFC bank still believes in being physically present and approachable to their customers.

The marketing objective was to create noise and get recognised by high Indian government
entities like SEBI, officials, etc.
This was to be achieved by using social media and print advertising as mediums.

For the print ad, Initially we wanted to show how HDFC values being there for the customers not just digitally, but physically as well.
Translating this concept visually, I decided to use the HDFC logo itself being physically present on a random street with the ‘24 in Twenty Four’ unit coming out from the logo.
The logo was supposed to act like a ‘portal’ of sorts for customers to step into, taking them inside the bank itself.

After the initial idea, I had to avoid using the HDFC logo and had to come up with another way to present the same idea visually. I decided to go the literal way and use an actual halfway open door, in the middle of a random part in the city, basically inviting customers in wherever they are, the visual effectively working with the line, “We are, where you are.”