State Bank of India (SBI) launched a high-impact national campaign featuring cricket legends MS Dhoni and Smriti Mandhana, embodying perseverance, excellence, and trust—values central to the brand’s identity.
Expression 360 developed the entire campaign perspective, building a narrative that connected SBI’s positioning as “The Banker to Every Indian” with the qualities of its ambassadors. By drawing parallels between Dhoni’s resilience, Mandhana’s relentless pursuit of excellence, and the dependability of SBI, the campaign created a strong emotional connect with audiences across India.
Strategic Concept Development – Anchored the campaign around SBI’s timeless positioning as “The Banker to Every Indian,” aligning Dhoni’s calm leadership and Mandhana’s drive with the bank’s reliability.
Emotion-Driven Storytelling – Crafted relatable narratives where SBI is present in everyday financial milestones, showcasing the bank as a trusted companion in people’s lives.
Cinematic Execution – Delivered high-quality visual storytelling with compelling scripts and production that brought out the human, emotional essence of banking.
Collaborative Crafting – Worked closely with SBI to ensure messaging consistency across concept, scripting, and campaign production.
Emotional Resonance – Strengthened SBI’s relationship with millions of Indians by associating with icons admired for their integrity and resilience.
Reinforced Brand Identity – Cemented SBI’s image not just as a financial institution, but as a life partner to every Indian.
High Public Engagement – Achieved strong traction across digital platforms and mainstream media, driving conversations nationwide.
Memorable Storytelling – Established a benchmark in blending celebrity endorsement with emotionally rooted brand narratives.