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Sravanthi Challapalli

Chennai, Oct. 3 Royal Bank of Scotland (RBS), which has appointed Sachin Tendulkar as its brand ambassador, has used the cricketer in a non-sporting milieu. The TV commercial, due to break on October 9, shows Tendulkar being fitted for a suit, to emphasise the business angle of the successful sportsman.

Speaking to Business Line, Mr Vasantha Kumar, Head (Marketing & Communication), RBS, says the brand’s promise/tagline, “Make it happen” is an embodiment of Tendulkar’s attitude to his game.

“It’s all about being action-oriented, not so much the talking as the doing, like Sachin, whose bat speaks for him on the field,” he explains.

There is no dialogue in the ad; only a voice-over that says: “Every now and again, a player appears on the scene who changes the way the game is played,” to establish the connect between the RBS Group and Tendulkar.

For its ad campaign, RBS is taking a 360-degree approach targeting the electronic, print, and online media. The new commercial will break on October 6 in print and October 9 on TV and online.

The choice of media outlets has been decided keeping in mind RBS Group’s key target audience - mass affluent, high networth individuals and C-Suite.

RBS’ on-ground events for brand-building include title sponsorship of the India-England cricket test series to start in November. It is also a sponsor of the India-Australia and India-England ODI tournaments starting this month.

RBS recently took over the business of ABN Amro. Other brand ambassadors for RBS include golfer Jack Nicklaus and Formula 1 champion Jackie Stewart.

More Stories on : Advertising | Foreign Banks | Sports

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