Soneri Bank Car Finance
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Soneri Bank Car Finance "Dost ki Shakal Mai Bank"
- Overview
Campaign Overview
In an effort to humanize financial products and position Soneri Bank as an approachable, customer-first institution, the bank launched a two-week digital campaign focused on its Car Finance offering. The centerpiece of this campaign was a warm and humorous web commercial directed by Mohammed Ali Hakeem, produced under Chalte Purzay Films.
Anchored by the tagline “Dost ki shakal mai Bank”, the commercial brought to life the idea that dealing with your bank should feel like getting help from a friend — especially when buying your dream car.
Watch the commercial: Click here
Watch the pitch animatic: Click here
Creative Concept
The campaign departs from the traditional dry, corporate tone often associated with banking. Instead, it tells a relatable story of a car buyer whose plans stall due to financing difficulties — until Soneri Bank enters the picture like a dependable friend.
The tone is light-hearted, real, and designed to be emotionally resonant for young, urban customers navigating car ownership.
Tagline:
“Dost ki shakal mai Bank”
This single line encapsulates the brand shift: from cold transactions to warm relationships.
Production Notes
- Director: Mohammed Ali Hakeem
- Production Timeline: 6 days total (pre-production, shoot, and post)
- Pitch Strategy: An animatic video was produced prior to approval — a rare and confident move that helped secure buy-in from the client quickly
Deliverables:
- 1 x main commercial (Facebook video)
- Static creatives for digital platforms
- Banner ads for TV integrations
Campaign Execution
- Platform Focus: Facebook (primary distribution)
- Campaign Duration: 2 weeks
- Format: Horizontal web commercial + complementary banners and statics
- Target Audience: Young salaried professionals, small business owners, and middle-income urban dwellers looking for auto loans
No influencer tie-ins or multi-platform expansion was planned for this round — the team focused on high visibility through owned and boosted Facebook media.
Product Messaging
The ad subtly embedded the product features of Soneri Car Finance within the narrative:
- Fast approvals
- Flexible down payment options
- Friendly, approachable service
These were not presented in hard-sell style but through scenarios where the bank “shows up” like a friend who genuinely wants to help you move forward.
Outcome
- The commercial helped raise visibility for Soneri Bank’s Car Finance product in a highly competitive space.
- It reinforced the brand narrative of Soneri Bank being relatable, dependable, and customer-first.
- Internal feedback and campaign performance pointed toward strong creative recall, especially for the slogan.
While precise performance metrics like click-through rate or lead generation were not made available, the team measured success primarily through:
- Engagement metrics (shares, comments, views)
- Positive sentiment in comments
- Brand team approval and reusability for future extensions
Learnings
- Speed + clarity wins trust: The animatic helped align expectations early and built client confidence — saving time during execution.
- Emotional tone trumps sales talk: Instead of leading with rates and markup percentages, the campaign leaned on human emotion, which created better engagement.
- Creative nimbleness matters: Being able to deliver a polished film in just 6 days demonstrated production agility and storytelling clarity.
Conclusion
The Soneri Car Finance campaign successfully positioned the bank not just as a lender, but as a trusted companion on the road to ownership. With a sharply directed commercial, relatable storytelling, and strong internal alignment, it proves that even financial products can be marketed with heart — and humor.