Muktinath Bank's latest OVC with a beautiful message on water conservation and financial savings
Muktinath Bikas Bank released a new CSR-ish ad taking cognizance of “World Water Day”. The ad manages to link itself with water conservation efforts, as the ad clearly shows the need to save water. What we found creative about the ad, however, is how the bank managed to, to put it proverbially, ‘kill two birds with one stone’. The ad clearly highlights the need to conserve water but also at the same time beautifully manages to link water saving to financial savings with a tagline ‘thopa thopa pani bachat garau’. This tagline directly applies to water conservation but also to the need for small savings that will ultimately compound to a large deposit.
What is interesting about this ad is how the bank manages to give two important pieces of advice to its customers i.e. conserving water and the importance of savings for financial security while promoting its brand. For a development bank, it is commendable that they have come with such creative, thoughtful and impactful ads, which even so-called top commercial banks have often faltered at.
Muktinath Bikas Bank, on the other hand, has tried a different approach. The ad does not talk about any number or flashy titles like ‘discounts’ and ‘sales’. Rather, it focuses on keeping its brand aligned with the general well-being of customers, and, by extension through its water conservation message, the whole planet. If we look at some of the most successful brands they follow a similar approach. They seldom talk about the product but rather focus on the brand creating happiness. So, from a branding perspective, at least for Nepalese banks, what this particular ad/video does is pretty unique and bold.
The brand has been pushing its campaign through the slogan - Bachat; shabda choto , artha mitho. The ad directly links to this overarching campaign. Oftentimes the brands have faltered with how they project their ads to their brand story and brand position. While, what Muktinath Bank offers in terms of marketing and branding in future remains yet to be seen, judging by the looks of this particular ad, it seems that the marketing team of the bank will keep their ads and marketing focused and in-sync with their branding and marketing campaign and position.