MUMBAI: Bandhan Bank has launched two campaigns to strengthen its home and business loan segments. The TV ads succinctly intend to encourage consumers to follow their dreams and take a step towards improving their lives.

The film on business loans conveys the idea that Bandhan Bank doesn’t just provide a loan, it also invests in the customer’s dream and helps it come to life. It charts the story of a woman looking for a saree in a boutique. It turns out that the woman is a Bandhan Bank employee who had sanctioned the loan for the owner to set up the boutique.

The TVC on home loans takes us through the daily trials of people living in rented apartments. It brings to life the compromises they make to comply with the rules laid down by their landlords. The film encourages people to live life on their own terms.

Bandhan bank MD and CEO Chandra Shekhar Ghosh said, “There are many people who have their own inhibitions when it comes to approaching a bank for a loan. They feel that their financial background makes them ineligible. At Bandhan, we believe in people’s potential, we see what they can achieve tomorrow.”

Ogilvy Kolkata managing director of creative Sujoy Roy adds, “We set out to tell real stories – narratives that resonate with the people we wanted to talk to, things that they feel and experience. It was important for the viewers to relate to the characters and their performance. We wanted to assuage the fears that prospective borrowers may have, and push them closer to their dreams.”