AU Small Finance Bank (AU SFB) has rolled out its latest brand campaign with McCann, reinforcing its tagline, “Soch Badlo, aur Bank Bhi” (Change Your Thinking, Change Your Bank). Featuring Ranbir Kapoor and Rashmika Mandanna, the campaign adopts a light, conversational tone that encourages consumers to reassess their banking choices without overt persuasion.
Video Link 1: https://www.youtube.com/watch?v=V6bv1hjD-P0
Video Link 2: https://www.youtube.com/watch?v=BSdWVo1Y1U4
Instead of relying on direct product promotions, the films draw from relatable, everyday scenarios-using gentle humour and natural dialogue to reflect the disconnect between what customers expect from their bank and what they actually receive. Within these moments, Ranbir and Rashmika subtly steer audiences toward smarter, more rewarding, and more convenient banking alternatives offered by AU SFB.
The campaign highlights key features for individuals, including higher interest rates with monthly interest payouts on AU Savings Accounts and curated lifestyle privileges on AU Debit Cards. For business customers, AU positions its Current Account suite as a comprehensive ecosystem that brings together lending, payment collections, merchant services, and Trade & Forex solutions-streamlining daily financial operations.
AU’s digital platforms-the AU 0101 App and AU 0101 Business App-further strengthen this proposition by offering branch-like services on mobile, real-time transaction insights, and seamless money management tools. These capabilities support the bank’s broader vision as it progresses toward becoming a Universal Bank.
Sanjay Agarwal, founder, MD & CEO of AU SFB, said the campaign brings the brand’s philosophy to life in a modern, relatable tone. Prasoon Joshi, CCO & CEO, McCann Worldgroup India, added that the storytelling uses simple, everyday moments to inspire consumers to rethink their banking relationships with warmth and humour.
Directed by Hemant Bhandari and produced by Chrome Pictures, the campaign will be visible across TV, digital, print, and social media.
