DBS Bank India has rolled out a new campaign for DBS IDEAL, its digital banking platform for businesses, built around eight digital films that bring business banking scenarios to life through humour and relatable family interactions.
Titled “There’s Always an IDEAL Way to Bank,” the campaign moves away from conventional feature-led B2B messaging to spotlight everyday moments – at home, on the move, or over meals – where business owners actually make decisions. The films highlight DBS IDEAL’s core offerings, including tax payments, trade finance, receivables financing, cross-border remittances and export-import regularisation, all woven into situations entrepreneurs commonly face.
The campaign features a recurring cast – a family of business owners and their accountant – with scenes set in everyday environments rather than traditional office settings, reflecting insights drawn from real conversations with business owners.
Gaurav Rajput, MD and head, group marketing and communications, DBS Bank India, said the campaign stems from a simple insight: business owners think in terms of tasks, not banking products, and decisions rarely happen in boardrooms alone. He added that the campaign underscores DBS’s commitment to supporting SMEs through their growth journey and reinforces its ambition to be among the leading international banks for SMEs in India.
The films will first premiere on DBS Bank India’s YouTube channel before expanding across digital and social platforms, backed by relationship manager engagement, customer initiatives and the bank’s branch network.
