Spectra Financial Services Design & Branding PIGGY BANK by Ogilvy & Mather Mumbai


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Industry Banking & Financial Services
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Sumanto Chattopadhyay
Creative Director Sujoy Roy
Art Director Anirban Guha
Copywriter Uttaran Chaudhuri
Photographer Suman Mukherjee
Released May 2012

Credits & Description

Category: Promotional Item Design
Chief Creative Officer: Piyush Pandey (Ogilvy & Mather Advertising)
Executive Creative Director: Sumanto Chattopadhyay (Ogilvy & Mather Advertising)
National Creative Director: Rajiv Rao (Ogilvy & Mather Advertising)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather Advertising)
Creative Director: Sujoy Roy (Ogilvy & Mather Advertising)
Associate Creative Director: Anirban Guha (Ogilvy & Mather Advertising)
Copywriter: Uttaran Chaudhuri (Ogilvy & Mather Advertising)
Art Director: Anirban Guha (Ogilvy & Mather Advertising)
Production: Rajib Banerjee
Photographer: Suman Mukherjee
Account Manager: Kaushik Das (Ogilvy & Mather Advertising)
Account Manager: Pradipta Roy (Ogilvy & Mather Advertising)
Media placement: Direct Mailer - Mail - 5.12.12

Describe the brief from the client
Spectra Financial Services wanted a self-promotion idea.
The company wanted people to know they provide risk-free investment advice.

Describe the challenges and key objectives
The financial investment market is a confusing one. People tend to believe in charlatans and invest in all the wrong places. As a result, they are duped in the end. Most of the consumers live with a feeling of false security after they invest their money, without proper knowledge.
The challenge was to break that feeling of false security.

Describe how you arrived at the final design
A piggy bank is a universal symbol of investment, or saving money. People drop coins in the piggy bank and feel secure. A special Piggy bank was developed with 2 holes, 1 on top and 1 in the rear. Through a specially designed channel, coins dropped in the piggy bank were immediately ejected through the second hole. A line near the rear hole read: Is your investment risk free?
This design was developed to challenge the feeling of security of consumers who are uninformed about proper investment advice.

Give some indication of how successful the outcome was in the market
The direct mailer generated phone inquiries and many significant investment plans.