#HLBDIGITALDAY - Bye-Bye Cash
9. Craft Kancils [9.24a Tamil Copywriting, Content Writing & Scriptwriting: Single]

Links:
https://www.youtube.com/watch?v=U5ES8mFBcKA
Product/Service:
Financial Services
Client:
Hong Leong Bank Berhad
Brief:
Bring cashless transactions to the forefront, taking a step forward in creating a cashless Malaysia.
Solution:
Going cashless requires a behaviour change from a society that has been using cash for generations. For them, cashless is a foreign concept that not many are comfortable with, especially in the non-English speaking communities. Create familiarity and relevance by introducing cashless in a recognisable way. Introducing Break up with Cash. We created a film that referenced the tropes of Bollywood drama, featuring camera angles, music and dialogue that were created to look like a dramatic piece. However, the language the script used was a mix of colloquial Malaysian and Hindi, referencing the way Malaysians speak in a humorous fashion. By wrapping a new concept in the trappings of familiarity, comedy and drama, we made it easier for customers to jump in and integrate it into their lives.