South Indian Bank has unveiled the Onam film, placing relationships at the heart of its festive storytelling. The film makes a call to every Malayali, wherever they are, to come home for Onam.
“Onam, which signals the start of the festive calendar in India, holds a special place in Malayali's hearts. It is an emotion that binds people across the world to their traditions, their families, and their land. It is this sentiment that South Indian Bank has sought to capture in the Onam campaign. The campaign idea is simple and timeless: “Best returns come from the relationships we invest in,” mentioned Sony A, SGM & Chief Information Officer, South Indian Bank.
“At South Indian Bank, our brand promise of 'Investing in relationships' goes beyond banking. Festivals like Onam give us the opportunity to celebrate togetherness and belonging. The overwhelming response to our Onam film - crossing 5 million views across digital platforms within 72 hours - reflects the deep emotional connect we share with our customers and the wider Malayali community. Onam is a cluttered time for brands, so our focus was on creating a distinct and compelling narrative with top-notch execution. This is the first of many such narratives we plan to build this year,” Ramesh K P, Head - Marketing, South Indian Bank.
“When it comes to relationships, Onam is Malayali's biggest fixed deposit. With a brief like 'investing in relationships' for Onam we didn't have to look elsewhere, we looked into our own lives & families and thus was born this endearing musical punctuated by real conversations as ambient sounds,” added Paul Philip, Business Head, Human Stories.
The film was written and produced by Aiswarya Suresh and directed by Brijith Bkv of First Picture Show Company.
