Religare Broking India says size and scale does matter

The two TVCs puts a humorous spin on the old saying ‘better to be safe than sorry’. The campaign serves to communicate that the size and scale of a broking firm is important.

‘Archery’ plays out at an archery contest in the city of Jaisalmer and features an elderly tribesman definitely not fit for shooting.

‘Indian wedding car’ tells the story of a husband-to-be having a tough time getting to his wedding ceremony. The team at Scarecrow hooked up with famous Bollywood singer Mamta Sharma for the ad.

"To date we have not done a large, orchestrated and concentrated campaign for the broking side of the business,” said Subhrangshu Neogi, director of brand and corporate communications at Religare.

Raghu Bhat, co-founder of Scarecrow said: "The campaign needed to establish size. Though we had solid facts to support our claim, using these would have made the campaign boring. So we used a metaphorical story of an archery contest. And embellished it with casting, music and an exotic location to make it more interesting."

"Broking is a very vibrant category with many small and big players. We wanted to urge our audience to go with a big established player as ultimately, it's a serious issue where their money is involved," Bhat continued.

The campaign also involves print executions in nine designs.

Creative agency Scarecrow Communications added the company's health insurance business to its portfolio in October.

Credits:
Project Archery & Indian Wedding Car
Creative agency Scarecrow Communications
Copywriter Raghu Bhat
Art director Manish Bhatt
Account servicing Joy Sengupta, Khadija Attarwala
Production company Code Red Films
Director Gajraj Rao
Producer Subrat Ray
Music director Sameeruddin
Post-production company Pixxion
Telecine Nitin
Sound studio Octavious
Sound engineer Neville
Photography Raj Mistry, Shutterstock & Photolibrary
Retouching Milind Aglave, Amarjit Bormudoi
Coordination Raman Chauhan (Snowball)
Client team Subhrangshu Neogi, Ashish Ahuja, Chetan Pratap, Arti Tandon
Exposure Television, print