HSBC's new brand campaign with Virat Kohli promotes the idea of seeking new opportunities

HSBC Bank has launched a new campaign featuring their new brand ambassador, cricketer Virat Kohli. HSBC plans to leverage their partnership with Kohli to reach a larger set of consumers to promote the banking benefits that they provide.

In the ad released by HSBC, we see and are told about the various achievements of Kohli. His wins, losses, man of the matches and many other statistics that make him the great sportsman that he is today. However, instead of spotlighting these achievements, the ad tells us to forget about all of it. All of Kohli’s greatest and not so great moments should be of no consequence for the future.

The brand has successfully evoked nostalgia in this most recent TV commercial, which begins with a shot of a cricket stadium and shows Kohli’s name on a billboard beneath a prestigious list of batsmen before abruptly starting to fade away. At a press conference where Virat's presence is shown fading over time - a trophy cabinet on the wall, newspapers, YouTube channels, and a dressing room wall all follow a similar pattern to the honours board. Finally, a close-up of his face can be seen on the screen as he puts on his helmet after moments of introspection in his dressing room.

Kohli is seen telling millions of viewers in the final moments of the advertisement to forget about all his accomplishments and his cricketing past and instead to concentrate on the new opportunities and the persona he is about to assume. He finally walks out of the dressing room through open doors into an energetic stadium.

The campaign highlights HSBC's purpose of "Opening up a world of opportunity" as it works to support the goals of India going global.

Talking about his first-ever ad with HSBC India, Virat Kohli said, “When I was informed about the association with HSBC the first thought I had was it feels right and comfortable. And that's something I always look for when an association comes up. I knew that the association would be very organic and natural and not be forced in any way. One can rest on their accomplishments, but the moment at hand is what counts most. My belief system of discipline, commitment, and focus, aspects that have played a key role in my career so far, resonates deeply with HSBC's rich legacy in India, disciplined approach, and long-standing commitment.”

On the campaign, Jaswinder Sodhi, head of customer proposition, digital and marketing - wealth and personal banking, HSBC India said, “The campaign holds a special place in our hearts as it resonates with our core purpose of ‘Opening up a world of opportunity’.  In India, cricket’s ability to transcend boundaries seamlessly integrates with our objective. Through the campaign, we are reiterating our dedication to provide new opportunities to our clients. As a brand we are committed to long-term success, investing in the growth and forging an emotional connection with our customers.