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 launched a new brand campaign continuing the core theme of “Soch Badlo, aur Bank Bhi” (Change Your Thinking, Change Your Bank). The campaign features Bollywood actors Ranbir Kapoor and Rashmika Mandanna and presents a fresh, entertainment-focused take on the brand’s messaging for a wider audience.
The campaign uses humour, everyday situations, and relatable moments to encourage viewers to assess whether their current bank meets their financial needs. Ranbir and Rashmika appear in the campaign as subtle prompts for audiences to explore better banking options. By presenting familiar, authentic scenarios, the campaign invites consumers to reconsider their banking relationships and explore what AU SFB offers.
The campaign highlights AU’s consumer and business banking offerings. For consumers, the bank provides higher interest rates with monthly payouts on AU Savings Accounts and lifestyle benefits and merchant offers on AU Debit Cards. For businesses, the Current Account suite integrates lending, payment collections, merchant solutions, and Trade & Forex services, consolidating banking operations in one platform.
The AU 0101 App and AU 0101 Business App offer mobile-based services equivalent to branch access. The platforms enable digital banking with real-time account visibility, integrated money management, quick payments, collections, and service requests, positioning AU’s digital infrastructure as a differentiator in a market focused on convenience.
The campaign films are directed by Hemant Bhandari and produced by Chrome Pictures. The campaign will be present across television, digital platforms, social media, and print, aiming to expand AU’s reach across customer segments and strengthen its position as a banking partner for individuals and businesses across India.
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.”
Prasoon Joshi, Chief Creative Officer & CEO of McCann Worldgroup India, said, “It’s about exploring the consumer’s evolving mindset through a lens of warmth and relatability. The team wanted to move away from being transactional and find the humour in everyday human truths. The films are rooted in the texture of daily life. The brand team through this campaign created an invitation for people to pause and rethink their banking relationship, but with a smile.”
