Faith based marketing is all about credibility and trust. What can be better if you feature real life believers to represent your campaign? TBWA\Benchmark relaunches Standard Chartered Saadiq, the Islamic banking of the leading international bank in Bangladesh, with an overarching theme ‘Bank with belief’ where believers are featured as the face. The campaign illustrates a very unique in nature Standard Chartered Saadiq products and services which are Shariah complainant and in parallel to Islamic beliefs and living. Standard Chartered bank is here in Bangladesh since 1905. In 2004 it has launched Saadiq, the Islamic banking.
Saira Binte Sarwar Parsa, a value-based life follower and an executive of a multinational company is featured as the key talent of the campaign. Tazkia Zaman Shara, a 5th grade medical student at Ad-din women’s medical college, Tasnuva Chowdhury, leading business development at an LPG marketing company and Sumaiya Binte Sarwar, a creative director at an audio-visual company. All of them are good professionals, progressive in nature as well as a believer and practitioner in Islamic life and living.
Mehedi Hasan, Creative Director, TBWA\Benchmark said: “We wanted to have a unique idea to commensurate with this unique nature of banking in relaunching Standard Chartered Saadiq. The initiative got attention as fresh and offered credibility to the audience. It also acts as a platform to explain the proof points of authenticity of an Islamic Bank from an international network which also offers conventional banking. We wanted to portray a progressive human face of the brand as believer and a beneficiary of our value based dynamic banking. The campaign is extended to encompass all banking needs including credit card, personal finance, business finance for Islamic life and living.”
Credits
Agency: TBWA\Benchmark
Chief Creative Officer: Ashraf Kaiser
Strategy: Ashraf Kaiser
Creative Director: Mehedi Hasan
Art Director: Mehedi Hasan
Copy writers: Mehedi Hasan, Alvi Ashraf
Visualizer: Riadh Hossain Khan
Graphic designer: Firoz Zaman, Hossain Mohammad Faruk
Account Manager: Saeeda Siddiqa Tasnim
Senior Account Executive: Rahfi Hassan
Account Executive: AS Arnab
Production Manager: Emdad Hossain Ether
