Summary
Bank of Baroda's six-year partnership with PV Sindhu, the bank's brand ambassador, has been a cornerstone of their successful digital marketing campaign, #SmashItWithSindhu. The campaign, evolving over three years, overcame challenges like low sports association, pandemic timing, and Sindhu's communication style. To elevate engagement, a chat show format was introduced, featuring sports personalities and broadcasted on CNBC TV 18, expanding reach and showcasing adaptability. The campaign garnered impressive results with high video views,
Challenge
Creation of campaign: The agency and the bank have collaborated and created an IP that has brought a melange of core values being merged into the attributes of marketing to give rise to a truly innovative and successful digital marketing campaign. Evolution of #SmashItWithSindhu The three years of the campaign witnessed an evolution in each of its facets starting from creativity to strategy to achievements that made this campaign a strong contender for innovation in the BFSI market. From an AMA session to a chat show format, the campaign has witnessed a transformation in its creativity as well as performance. Challenges Overcome: Limited Sports Association: Strategically associating with PV Sindhu to overcome initial low brand association with sports. Peak Pandemic Timing: Adapting the campaign to resonate during the pandemic, ensuring sustained engagement. PV Sindhu's Communication Style: Addressing Sindhu's non-speaker persona by including experienced hosts, Jatin Sapru and Mandira Bedi. Youth Engagement: Crafting strategies to motivate and engage the youth, fostering a passion for sports. Balancing Entertainment and Information: Ensuring a captivating balance between entertainment and conveying the motivational essence of sports. Virtual Hosting Navigation: Overcoming challenges of virtual hosting, delivering seamless and engaging online experiences.
Objective
The #SmashItWithSindhu campaign stands as a triumph of inspiration and innovation, artfully commemorating National Sports Day in India by paying homage to the legendary Major Dhyan Chand. Over three consecutive years, the iconic Ms. PV Sindhu, the esteemed endorser of Bank of Baroda, has been the centerpiece of this groundbreaking campaign. This initiative marks a celebration of sportsmanship, embodying the spirit of Major Dhyan Chand, with PV Sindhu serving as a beacon of inspiration. Bank of Baroda's partnership with Sindhu, spanning over six years, showcases a longstanding commitment to sports, predating her historic victory at the Rio Olympics. As the bank's brand ambassador, Sindhu's influence has been pivotal, propelling the campaign's success. The #SmashItWithSindhu campaign is a testament to the bank's innovative approach to brand promotion and its dedication to fostering motivation, especially among the youth. By seamlessly blending sports, inspiration, and innovation, Bank of Baroda has crafted a memorable and impactful campaign that transcends traditional marketing boundaries.
Strategy
Elevating Engagement with #SmashItWithSindhu Chat Show: Bank of Baroda innovatively expanded its #SmashItWithSindhu campaign by introducing an online chat show format. This strategic move aimed at furthering brand visibility and engagement. The chat show featured renowned sports personalities PV Sindhu, K Srikanth, Shafali Verma, and host Jatin Sapru, bolstering the campaign's star power. In a notable evolution, the third season of #SmashItWithSindhu took a transformative turn by producing broadcast content for CNBC TV 18. This decision marked a significant expansion in the campaign's reach, tapping into television audiences and widening its impact. The online chat show format was carefully crafted to retain the campaign's core spirit, focusing on showcasing the lighter side of PV Sindhu. The conversations delved into new dimensions of Sindhu's personality, offering audiences a more intimate and nuanced perspective. Humorous interludes were strategically interspersed, maintaining a lively and engaging atmosphere. This strategic shift not only aligned with the campaign's objective of increasing brand recall in the sports arena but also demonstrated adaptability and innovation. By leveraging the power of television, Bank of Baroda effectively reached a broader demographic, achieving a dual goal of increased visibility and a more profound connection with the audience. The #SmashItWithSindhu chat show became a successful manifestation of the bank's commitment to fostering motivation, especially among the youth, and associating its brand with the vibrant world of sports.
Data
The campaign's content played a pivotal role in forging a deeper connection with an ever-expanding audience, delivering the brand's message in a compelling and memorable manner. Going beyond the confines of mainstream Indian cricket, the inclusion of celebrities from diverse sports aimed to resonate with a broader demographic, showcasing the bank's commitment to inclusivity. The strategic production of content for both television and social media, coupled with its airing in two parts over two days on CNBC 18, highlighted a thoughtful and multi-channel approach. This ensured a wider reach and engagement across different platforms, catering to diverse viewer preferences. The campaign's standout feature lies in its high level of creativity, marking an innovative stride in the BFSI sector, particularly within the banking domain. By successfully blending entertainment with information, the campaign not only distinguished itself but also contributed to shaping a positive and dynamic brand image for Bank of Baroda. Overall, the campaign's adaptability, creativity, and strategic execution underscore its impact as a trailblazer in the realm of sports marketing within the banking industry.
Solution
Results
The #SmashItWithSindhu campaign yielded impressive results, affirming its impact and resonance with the audience. The video content garnered significant traction, achieving 61 lakh Thru plays, reaching a broad audience of 25 million and accumulating a substantial 38 million impressions. The commendable 15.80% view-through rate indicates not only a high volume of views but also sustained viewer interest, emphasizing the content's engaging nature. In terms of engagement, the campaign achieved substantial metrics, with 14 lakh engagements showcasing active audience participation. The campaign resonated with 5.4 million accounts, generating 5.8 million impressions. The remarkable 24% engagement rate underscores the effectiveness of the content in capturing and retaining viewer attention. These impactful results underscore the campaign's success in not only reaching a vast audience but also in fostering active engagement. The combination of high viewership, impressive reach, and substantial engagement metrics reflects the campaign's resonance and effectiveness in achieving its objectives. These results validate the strategic decisions taken in crafting and implementing the #SmashItWithSindhu campaign, positioning it as a notable success in the realm of digital marketing within the banking and sports domain.
