AU Small Finance Bank (AU SFB), India’s largest Small Finance Bank and the first to receive in-principle approval from the Reserve Bank of India to transition into a Universal Bank, has unveiled its new brand campaign carrying forward the brand’score theme of “Soch Badlo, aur Bank Bhi” (Change Your Thinking, Change Your Bank). Featuring Bollywood actors Ranbir Kapoor and Rashmika Mandanna, the campaign marks a creative departure from its predecessor, with McCann delivering a fresh, entertainment-forward interpretation of the core messaging that repositions AU SFB’s brand promise for a broader audience.
The campaign relies on humour, everyday conversations, and relatable character moments
to drive its central premise: encouraging viewers to critically examine whether their current
bank truly meets their financial needs. Rather than hard-selling AU SFB’s services, Ranbir
and Rashmika function as subtle catalysts within these narratives, gently prompting audiences to consider more rewarding banking choices. By grounding the message in
authentic, recognizable scenarios, the campaign invites consumers to rethink their banking
relationships and explore what AU SFB offers as an alternative.
Speaking about the campaign, Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank, said, “This campaign, based on core thought of ‘Soch Badlo, aur Bank Bhi’, inspires customers to reflect on their banking choices, as we bring the message in a more
contemporary, relatable, and entertaining way. Ranbir and Rashmika help us convey this with honesty and charm, while our product strengths in Savings and Current Accounts provide strong reasons to make the switch. This campaign reinforces our commitment to offering customers a smarter, more intuitive banking experience as we prepare for our transition into a Universal Bank.”