MUMBAI: South Indian Bank has launched a TV commercial to promote the Digital E-lock facility in the bank’s mobile app called SIB Mirror Plus.

It has been conceptualised and produced by Blackswan India and directed by co-founder Pradeep Menon.

Digital E-lock is a feature that lets South Indian Bank’s customers lock and unlock their accounts at the touch of a finger. Once the account is locked, all digital debit transactions will be blocked. ATM, PoS, internet banking and mobile banking transactions can be protected with Digital E-lock.

The film follows the conversations between a prudent father and his college-going son. The father is a no-nonsense man, serious about the safety of his family. He reminds his wife to turn off the burner of the gas stove and his son not to forget to lock his bike. The son playfully asks his father whether he has locked his bank account. He goes on to explain about the Digital E-lock feature and how accounts with SIB can be safeguarded.

“We wanted us to come up with a cost-effective TV commercial that drives home the E-lock feature in their app in a way that anyone with a smart phone can relate to," said Blackswan India CEO Raman P Namboothiri.