Contactless Connections, Another Brand Campaign of SBI Card

25-09-2020 16:53:28
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State Bank of India (SBI) Card, India's second largest credit card issuer, announced the launch of its new brand campaign, "Contactless Connections" that spreads the message that love and care can be shared even during this difficult period where social distancing is the norm. The campaign endeavors to bring a fresh breath of positivity by demonstrating that people can connect emotionally and spread joy despite the social distancing practices by which we are bound.

The film strikes a chord with the audience through a concept which is relatable in current times. With easing of lockdown, people are learning to adjust to a new normal, where physical distance must be maintained, interactions are virtual, and communication occurs through the barrier of masks. There is natural concern and inhibition in the minds of people as they go about their daily lives with a high degree of precaution in this new normal. However, the film shows that despite these fears, restrictions and physical distance, people are finding means to connect care and touch the lives of loved ones, whilst staying safe. It infuses hope that one can stay emotionally connected, receive support from those around and touch hearts, despite the distances. The SBI Card has always been an enabler in spreading joy in consumers' lives and continues to do so, even in these tough times. Amidst the need to maintain physical distance, payments are one aspect of everyday life where consumers must adopt safe practices and avoid physical contact. Contactless payments, enabled by SBI Card, allow consumers to stay safe. Consumers can simply wave their card or phone or scan a QR code to make safe, secure payments, without handing over their card or punching in the PIN.

As the film begins, we see a young lady doctor, with her mask on, entering the lift of her residential society as she returns from work late at night. As she is about to enter her apartment, she notices two covered bowls of food kept in a tray at the door. She looks around in surprise, and a middle-aged lady emerges from the neighboring apartment, waving and indicating that the food is for her. This brings a warm smile to the doctor's face, all her hours of toil as a Covid warrior rewarded by a neighbor’s heartfelt gesture. Hence the film's core message, 'Kisi ka dil choone ke liye unke paas jaana zaroori nahi'. In the next scene, we see the doctor buying a bouquet in a florist shop using her SBI contactless credit card. The film ends with the doctor returning the act of kindness by quietly placing the bouquet outside the neighbor's door. Hence the film says 'Ab khushiyan baantiye bina chhuye, credit card ya smartphone se'.

The MD & CEO, SBI Card, Ashwini Kumar Tewari said, "This new brand campaign has been rolled out to inspire our customers to keep creating emotional connect even during these unprecedented times.


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