New Delhi: Paisabazaar, the online marketplace for financial products, has launched new digital brand film ‘The Wedding Speech’, marking its fifth anniversary. The film spreads the message of self-reliance and standing on one’s own feet through a heartwarming story of two brothers – one of whom is deaf and mute.

Made by advertising agency Enormous, the brand film shows a young man raising a toast and delivering a speech (in sign language) at his elder brother’s wedding. The speech, translated for the guests by the elder brother, reflects the gratitude of the younger brother who thanks him for making him self-reliant by giving the right financial advice. The company said the inspiration for the film came from millions of conversations Paisabazaar had with consumers who would come back to thank them for helping in a difficult situation by providing a loan.

The digital film has resonated with viewers online and garnered over 11 million views on YouTube and over one million views on Facebook.

Launched in 2014, Paisabazaar has been running functional and product-specific campaigns with the aim to drive awareness and consumer action. It claims that it gets over two million product questions from over 1,150 cities and towns in India every month.

“Now that we have been the clear market leader for the last two years and one of the most trusted financial services brands in the country, we can go beyond the transaction and awareness-based brand campaigns. We want to experiment with our messaging and communication to connect with our consumers at a deeper and emotional level. Our new brand film is our first step in that direction, with the focus on the right advice," according to Naveen Kukreja, chief executive officer and co-founder, Paisabazaar.

The platform, which targets consumers in the 25 to 44 age group, plans to position itself as a financial companion, who will provide advice and personalised assistance in its advertising. Paisabazaar also has Akshay Kumar as its brand ambassador.

According to Hareesh Tibrewala, joint chief executive of WPP-owned digital agency Mirum, the campaign is a good piece of content marketing with a subtle and understated brand message. “The story is riveting and the screenplay is excellent. When the story starts, it is not obvious what direction it is taking but as it unfolds, one is able to relate to the emotions in the narrative. The video is shareable and is already doing the rounds on social media and WhatsApp groups."

However, a few more seconds should have been given to products and services offered by Paisabazaar, Tibrewala said. “It would have helped viewers register products and services better."