BankBazaar, India’s leading financial marketplace, introduced its latest thematic social media campaign #KidsVsAdults. Built on the insight that over time, most adults lose their childlike dreams and aspirations, the campaign is a subtle social experiment which reflects how we constrain even our dreams for the future as we grow older. The video depicts a 6-year-old and a 30-year-old building their dream home using Lego. The young child gives wings to her imagination, building a home complete with a garden and swimming pool and space for everyone, while the 30-year-old builds a functional impersonal house.
The campaign highlights that children are always inspired to think beyond the obvious. They believe anything is possible, dreaming big by default. However, as they grow older, dreams and life goals become confined to “Not realistic. Can’t do that” and, in the long run, dreams begin to grow smaller as we grow older!
Against this background, BankBazaar’s campaign reminds people “Your dreams do not have to get smaller as you get older”, and encourages people of all ages to hold on to their childhood aspirations and realize their dreams through right financial planning.
Commenting on the launch of #DreamBig campaign, Prince Thomas – Head, Brand Marketing at BankBazaar.com said, “We all have some aspirations which inspire us to work harder to achieve our dreams, however as we grow older, we tend to get tainted, pursuing realistic goals instead. #DreamBig campaign encourages consumers to chase their aspirations, while planning better, taking the right financial advice and perseverance. As a trusted online financial marketplace, BankBazaar is committed to changing consumer’s attitude towards finance enabling and empowering them to follow their dreams.
The new digital campaign went live on Facebook on 23 January 2018 across various digital and social media platforms including Facebook, Twitter, YouTube, and Instagram. The campaign has been conceptualized and executed in association with BlueBot Digital. Carl Savio, CCO of Bluebot Digital, says: “The insight that as we grow older, life has this tendency to deflate our positivity and make us a little too practical, making us give up on the lavish dreams of our childhood was a great story opportunity. This is a trajectory that almost everyone’s life follows. There were different ways we could have expressed this, but we chose to use elements that take us back to our childhood—Lego blocks and children themselves—to remind our viewers to hold on to the enthusiasm, imagination, and big dreams that are unique to childhood.”