AU Small Finance Bank launches ‘Soch Badlo, aur Bank Bhi’

MUMBAI: AU Small Finance Bank, India’s largest small finance bank and the first in its category to secure in-principle RBI approval to transition into a universal bank, has unveiled a new brand campaign built on its theme “Soch Badlo, aur Bank Bhi” (Change your thinking, change your bank). The films, created by McCann, feature Bollywood actors Ranbir Kapoor and Rashmika Mandanna and mark a shift towards a more entertainment-driven, mainstream tone.

Using humour, familiar conversations and everyday domestic moments, the campaign urges viewers to question whether their current bank truly serves their needs. Rather than hard-selling products, Ranbir and Rashmika act as gentle nudges, encouraging audiences to consider more rewarding financial choices and to re-evaluate their banking relationships.

The communication showcases AU’s strengthened consumer and business offerings. For retail customers, AU pitches higher interest rates with monthly payouts on savings accounts, as well as lifestyle benefits and merchant offers on debit cards. For businesses, its current-account suite bundles lending, collections, merchant solutions and trade and forex services into a single platform.

A centrepiece of the pitch is AU’s digital stack: the AU 0101 app and AU 0101 business app, which aim to replicate full-branch capability on mobile, with real-time account visibility, integrated money management and instant transactions.

AU Small Finance Bank MD and chief executive Sanjay Agarwal, said the campaign aims to prompt customers to reflect on their banking choices “in a contemporary, relatable and entertaining way”. McCann Worldgroup India chief creative officer and chief executive Prasoon Joshi, said the work draws on “warmth, relatability and the humour in everyday human truths”.

Directed by Hemant Bhandari and produced by Chrome Pictures, the campaign will run across television, digital, social media and print as the bank steps up its push towards becoming a universal bank.