I love these ads! I have not seen them on television yet, but caught them on facebook, and then youtube. And they are really fun!

A couple and their bickering (chemistry) has been used many times in India advertising - Vidya-Madhavan, SRK-Tisca, Aamir-Gul Panag, even Irfan-Konkana. But none so effectively. Omi of the '3 Idiots' fame plays the irritatingly adorable husband - who almost seems to enjoy being a pain. Shruti Seth plays the accomodating-to-a-point wife, who knows when to draw the line. The kind of girl who will humour the husband, but do exactly what she wants eventually!

And in the husband's annoying interactions / instructions / questions to the wife, IndusInd bank presents the common needs of today's customer, which modern-day banking can meet. Needs like wanting EVERYTHING, wanting to KNOW everything,  and wanting everything NOW! Linked neatly to online payment, ready-to-use and mobile alert facilities.

The casting is perfect. The way in which the features / offerings of the bank are seamlessly integrated into the storylines is perfect. Immensely watchable and enjoyable!

It is also interesting to see how feature-led advertising can actually build the brand. I have seen 3 of these ads but all reflect the same brand personality - straightforward, reliable and somehow, smart. And actually they create this personality despite the fact that the characters in the commercial are not exactly representative of what the bank wants to stand for. I go back placing IndusInd clearly in my consideration set for the future. 

Imtiaz Ali had directed the films, and the touch is unmistakable! I suspect we will see a lot more of Omi in commercials - but IndusInd was wise to catch him first.

Only question - the tagline - 'Makes you feel richer' - what is that about? Maybe they need a new tagline, or just not use it anymore.