“Teedha hai, par mera hai.” “Kya aapke toothpaste mein namak hai?” “Kaise jeebh laplapai”
These witty lines are so catchy. Wherever someone says the lines Kaise jeebh laplapai we immediately picture the hilarious expression portrayed by Center Fresh Fruit. Humour in advertising is an effective tool to create a buzz with desired impact, almost instantly.
This is why brands use humour as the oldest trick in the book, it’s a calculated risk with a great reward. Fintech brands too are taking this route to increase their customer acquisition.
Fintech crafting quirky humour scripts
Fintech and humour can surely sound like a mismatch as everyone takes money seriously, universally. So, what makes fintech brands like CRED or the very recent SLICE commercials use it and get customers going gaga about them? Coz seriousness is boring and while humour humanizes the brand, it also helps audiences to trust in what the brand has to say and in turn build trust in its product offerings.
CRED audiences saw their favourite cricket player Rahul Dravid in a completely contrasting avatar of an angry Rahul Dravid. Unbelievable! This was intertwined with the brand’s message of earning certain CRED points with every use. Unbelievable indefinitely! This cracked up the audiences and the brand made an immediate connection with its audiences.
A SLICE of Humor
SLICE joined the trend but clearly differentiated itself from any other with a different kind of sense of humour with the ‘Slice the slow’ punchline and visually quirky characters. Brand picks on the customer’s pain of waiting for a long application for credit card approvals. With wacky animal heads that are placed in even wackier situations, we see how Slice Pay lets you cut to the chase and get your finances straight. A great way to communicate their USP.
A comic personification of Paise problems
A step ahead of sales, brands have discovered the power of humour in addressing topics like fraud awareness. When SBI Card approached us for a unique linear narrative version, we refused to settle for mediocrity.
Our goal was to create an engaging experience that would stand out from the crowd of PSA ads, ensuring it wouldn’t be easily overlooked or skipped.
Recognizing the need for a fresh approach amidst the noise of generic “be alert with your card details” messages, we harnessed the power of humour. Infusing our distinctive and witty perspective, we crafted captivating comic characters that personified ignorance and naivety, adding a tangy twist to the narrative. Through this approach, we subtly integrated the importance of mindfulness into the ad series. Take a look at two examples here.
While crafting their story, advertisers look at the audience they are targeting. Once they understand what their brand/service provides to their target audience it makes it easy to look for an insight that is relevant. A strong insight is the foundation of a good story.
Animation storytelling comes as an aid for Fintech brands when it comes to clear messaging with an easy recall value. We believe that this medium effectively engages users by consistently informing, explaining, and guiding them on various topics, providing them with valuable insights and assistance.
That’s exactly what happened with our SBI Card fraud awareness ads! This combination enables brands to overcome barriers and establish a distinctive persona that sets them apart from the competition.
