SBI – Desh Ka Fan

I was roped in as a Writer and Creative Director by Span Communications to develop a campaign for SBI. The brief was to change customer perception about the country’s largest public sector bank. In this endeavour, MS Dhoni was signed up as the new face of SBI.

I asked myself a simple question: The entire nation is a fan of Dhoni. Who is Dhoni a fan of? How could we draw a parallel between Dhoni and SBI?

This eventually led to the ‘Desh ka Fan’ idea.