~ Gully cricket social experiment campaign aims to bridge the geographical gap that often separates Indian students studying abroad from their roots ~
~ Cricket legend Virat Kohli, an embodiment of discipline and commitment, resonates with the aspirations of young Indians both at home and abroad ~
~ HSBC research finds international students would benefit from more support to get settled, as their experience on the ground may differ to their parent’s expectations ~
Mumbai: As India gears up to celebrate Independence Day, HSBC has unveiled a new digital campaign to nurture a sense of belonging among Indian overseas students. The campaign, aptly timed to coincide with India’s Independence Day, aims to bridge the geographical gap that can often separate Indian students studying abroad from their roots.
Designed to evoke nostalgia for Indian overseas students, the social experiment campaign shows cricket legend Virat Kohli, an embodiment of discipline and commitment, surprise a group of UK international students as he unexpectedly joins their gully cricket match – instantly igniting joy and excitement. A poignant 30-second film masterfully captures the essence of the Indian spirit through the universal language of cricket transcending borders.
In the film (click here), Virat Kohli, who resonates with the aspirations of young Indians both at home and abroad, mulls over the emotions that accompany the decision to send a child abroad for education.
The campaign comes as HSBC research* reveals the challenges faced by international citizens (including students and their parents) during their settling-in period. The research highlights that they would benefit from more support, especially as their experience on the ground may be different to what their parents are anticipating or perceiving.
Of those surveyed, international students generally take longer (9.53 months) to feel like they belong than other international citizens (8.31 months), such as expats and investors.
From this research, HSBC developed a campaign idea that celebrates the emotions a parent and their child go through when moving abroad for study. The objective of the campaign was to help inspire international students and their parents to believe they can create a new sense of belonging in their new home abroad with something that is so close to home.
The social experiment campaign is directed towards the international offerings of HSBC for international students. In India, the campaign will be live across digital and owned channels to drive top-of-mind awareness of HSBC amongst international students and their parents.
Commenting on the association, Sandeep Batra, Head, Wealth and Personal Banking, HSBC India, said, “The flow of international students has been steadily increasing over the last few years, reaching a record high in 2022 and is expected to surpass in 2023. International education represents an important opportunity for HSBC. For international students and their parents, our proposition extends beyond conventional banking with offerings such as planning support, beyond banking, cross border banking, account opening set up and global support. With an expansive array of offerings, we are strategically poised to bolster various aspects of the journey for international students, positioning ourselves for significant growth.”
On the campaign, Jaswinder Sodhi, Head of Customer Proposition, Digital and Marketing - Wealth and Personal Banking, HSBC India said, “Gully cricket with Virat Kohli celebrates the unbreakable bond that bridges distances and cultures whether at home or abroad. Through the campaign, we are reiterating our purpose of ‘Opening up a world of opportunity’. We are committed to invest for the long-term success of our clients globally, fostering a sense of belonging that transcends borders and resonates with international students and their parents.”
Recently, HSBC India had unveiled its latest advertising campaign featuring their new brand influencer Virat Kohli. The campaign highlights HSBC's purpose of "Opening up a world of opportunity" as it works to support the goals of an aspirational India going global and features Virat in a never-before-seen avatar. More information available here.
NOTES TO EDITORS
*About the survey
The study, conducted by Ipsos UK, surveyed over 7,000 adults across nine international markets, including India. It investigated the experiences of those currently living, working and studying abroad, as well as those who are planning to do so and those who have returned within the last five years. It explored the experience of a range of different international citizens, including expat families, digital nomads and overseas students. Further methodology details in the notes section below.
HSBC’s products and services for international customers
The new suite of product and services of HSBC International will enable customers to:
- Open a new account before they arrive in their destination, without visiting a branch.
- See all their HSBC accounts in one global view; make simple, fast and competitively priced payments.
- Build a positive credit history in their new country.
- Access financial planning tools and portfolio-based advice from experts in their new location.
- Manage their banking needs in different time zones with 24/7 support**.
- Access services with global partners beyond banking (tax solutions, relocation support, special offers).
The products and services are available across 10 countries and territories: Australia, Canada, Mainland China, Channel Islands & Isle of Man, Hong Kong, India, Singapore, UAE, UK, US. More information here: https://www.hsbc.co.in/
· Research was conducted by Ipsos UK on behalf of HSBC from 05/12/22 to 23/01/23
· 7,177 interviews were conducted among adults aged 18+. Those who took part are either currently living, working or studying abroad; or planning to do so in the next 12 months; or returned from doing so in the last five years. The sample also included parents or guardians of international students; and a sub-set of international investors who own at least one investment product overseas.
· Interviews were conducted, across nine host locations: Australia, mainland China, Hong Kong, India, Singapore, UAE, UK, USA and the Channel Islands & Isle of Man. Host location is where they have moved/moving to, not where they were born. (Fieldwork did not take place in Canada, as there is a mergers & acquisitions deal underway).
· International citizens are defined as anyone who is currently living, working or studying abroad; or planning to do so in the next 12 months, or returned from doing so in the last five years.
- **Full 24-hour support is available for Premier customers in Hong Kong, Singapore, Mainland China, the United Arab Emirates, HSBC Expat, Australia, Canada, the United States and India. Key services are available in the United Kingdom and for non-Premier customers. Chinese language support is provided for HSBC Premier customers in Singapore, Canada, US and Australia.
- Not all HSBC Wealth and Personal Banking products and services are available in all geographical locations or available to all customers. Availability of products and services will depend on the country or territory you are located or resident in and restrictions on client eligibility. Different companies within HSBC Wealth and Personal Banking or the HSBC Group may provide the products or services according to local regulatory requirements.
Media enquiries to:
HSBC
Kunal Pradhan Kunal.Pradhan@hsbc.co.in
Vivina Vishwanathan Vivina.Vishwanathan@hsbc.co.in
HSBC Bank India
The Hongkong and Shanghai Banking Corporation Limited in India offers a full range of banking and financial services through 26 branches across 14 cities.
HSBC is one of India's leading financial services groups, with around 39,000 employees in its banking, investment banking and capital markets, asset management, insurance, software development and global resourcing operations in the country. It is a leading custodian in India. The Bank is at the forefront in arranging deals for Indian companies investing overseas and foreign investments into the country.
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