AU Small Finance Bank (AU SFB), India’s largest Small Finance Bank and the first in the segment to receive RBI’s in-principle approval to transition into a Universal Bank, has rolled out a new brand campaign under its ongoing theme: “Soch Badlo, aur Bank Bhi”. With Bollywood stars Ranbir Kapoor and Rashmika Mandanna fronting the narrative, the campaign brings a playful, relatable tone to messaging around better financial decision-making.
Developed by McCann, the campaign uses humour, everyday situations and modern behavioural cues to nudge audiences into reflecting on whether their existing bank is truly serving their needs. Rather than hard-sell messaging, Ranbir and Rashmika appear as gentle reminders encouraging people to reconsider their banking choices in a light-hearted, engaging manner.
The campaign promotes AU’s suite of retail and business offerings. On the consumer side, AU highlights higher interest rates with monthly payout savings accounts and lifestyle-led debit card features. For businesses, the bank showcases a comprehensive Current Account ecosystem integrating lending, payments, merchant solutions and Trade & Forex services designed to simplify operations through a single banking relationship. AU’s digital platforms AU 0101 App (for individuals) and AU 0101 Business App—are positioned as extensions of the branch, offering real-time transactions, collections, service requests and money management.
Directed by Hemant Bhandari and produced by Chrome Pictures, the campaign will run across TV, digital, social, and print channels to reach diverse customer profiles across India.
Commenting on the launch, Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank, said the campaign encourages customers to rethink outdated banking habits and discover smarter, more intuitive options. He added that as AU prepares for its next phase as a Universal Bank, the messaging reinforces its promise of meaningful, customer-centric innovation.
Prasoon Joshi, Chief Creative Officer & CEO, McCann Worldgroup India, noted that the communication deliberately leans into familiarity, humour and emotional nuance rather than traditional banking tropes inviting audiences to reconsider their financial relationship “with warmth, relatability and a smile.”