DBS Bank Launches an Online Movie ‘Chilli Paneer’

DBS Bank India, today launched a series of webisodes – Chilli Paneer. In an attempt to engage with the consumers and build brand awareness, DBS Bank rolls out a campaign where the story of Chilli Paneer will unfold every Friday at 11:00 am on the Website. The story revolves around purpose, relationship and connectivity. Here is a promo video of the same:

DBS Bank’s Chilli Paneer starring Tilottama Shome and directed by director, Shivendra Singh Dungarpur, is a like an online mini-series about food, love, dreams and the seamless integration of banking into our lives.

Speaking at the launch of the campaign, Ms. Sheran Mehra, Head – Group Strategic Marketing & Communications at DBS Bank India, said, “At DBS Bank we constantly strive to innovate and take an ‘outside-in’ view. It all started with following the chatters. This led us to discover that food, travel, cricket, bollywood to name a few are instant conversation starters. Food, emerged as the most popular choice, as it cuts across geographies & segments. We further included elements of bollywood and integrated our products and services in the story line.


Speaking on behalf of 4nought4 (a digital agency of CartWheel Creative Consultancy), Manik Choudhary, Co-Founder at 4nought4 said, “Very rarely does one see a client who takes this approach. Interestingly the brief was to work beyond a traditional television launch campaign. The push-back was always to find brand relevance in consumer space. Chilli Paneer is not just about a product or a service. It’s a story of two people who discover their purpose in life and how the bank acts as an enabler.”

Led by the Digital medium the film is hosted on website the campaign is spread across 4 weeks and supported by print, radio and outdoor on-ground activities.