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Purpose-driven marketing has always fetched brands good rewards and helps build affinity with the audience. HDFC Bank’s recent #MoohBandRakho campaign is an intelligent strategy on the same lines. Financial frauds have become a routine affair and it is imperative for banks to spread awareness about it among their customers. By addressing this issue, the bank has taken up a cause that plagues both the customers and the bank.

Usually, financial campaigns are jargon-heavy and are dismissed for being preachy. This campaign stands out for addressing a major financial concern through a soothing blend of a rap song and suave dance moves. The use of the catchy rap song will ensure that the message remains imprinted in the audience mind.

The campaign was launched on World Ninja Day to raise awareness about how to safeguard your finances and secure your information from online fraudsters with the powerful Ninja technique. The influencers innovatively displayed the Ninja technique within their dance routines itself. It is also rare to see a brand in India incorporating World Ninja Day in their campaigns.

For an influencer marketing campaign to reach the right target audience, it is crucial to partner with the right influencers on the right platform. HDFC Bank has aced it by partnering with actress Gauahar Khan, content creator Awez Darbar, dancers Sonal Devraj and Nicole Concessao, digital creators Prajakta Koli and Dhanashree Verma, and artist Yuvraj Singh. The dance videos have been shared on Instagram’s Reels.

Reels created by the influencers for the bank’s campaign:

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A post shared by GAUAHAR KHAN (@gauaharkhan)

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A post shared by Prajakta Koli (@mostlysane)

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A post shared by Dhanashree Verma (@dhanashree9)

Though the campaign was initially aimed to raise awareness about wearing masks during Covid-19 pandemic, it has now been extended to fighting cyber fraud and shares an important message of not sharing the security code, OTP or other financial details. The influencers are also eventually shown wearing a mask with the same #MoohBandRakho written on it. The posts are shared with the caption ‘#MoohBandRakho because few things are better unshared’ —  referring to both masks and security details.

A full version of the campaign song is also available on YouTube and it has garnered over 2.9 million views.

Sheeko Brandscore graph of the bank’s performance on Instagram in a year

According to data shared by Sheeko, the campaign was able to reach over 64 lakh people in a media value pegged around Rs 15-20 lakh.

Also, as evident from the content marketing agency Sheeko’s activity graph, HDFC Bank has been moderately active on digital platforms in the past one year, but after coming up with this campaign, there has been a significant rise in their numbers.