Onam Orumayude Olam.
South Indian Bank skipped festive discounts for Onam and told a story of young people crowdfunding the restoration of a historic snake boat, with loan offers running alongside.
- Brand
- South Indian Bank
- Market
- India
- Region
- Global
- Year
- 2026
The challenge
Kerala's Onam advertising is crowded with discounts and familiar ideas. The bank wanted to reach several generations and the Malayali diaspora with its 'Investing in Relationships' promise, and still generate loan leads.
The idea
The campaign film follows a youth-led community effort to raise money and restore a chundan vallam (snake boat). It ran digital-first on YouTube, Facebook and Instagram with a LinkedIn creator push, Google display and video, Rapido and Zomato integrations, JioHotstar, TV, radio, cinema outside Kerala and a tie-in with Flowers TV's Onaradham show, with no print. Car loans, loans against mutual funds and quick personal loans were pushed alongside merchant offers at 40+ brands.
Results
- According to the case study, the film and creatives drew 52.2 million views across Facebook, Instagram, YouTube and OTT.
- The case study reports 6,487 loan leads, with 183 conversions worth INR 12 crore on loans against mutual funds alone.
Case study source: Social Samosa Source ↗
Credits
- Head of Marketing, South Indian Bank
- Dr. Ramesh KP
