Money is more than just money! A simple thought that expresses what money really means to a lot of us - a symbol of love, blessing, good things in life, happiness, God's grace ...and more.

Banks have been doing a lot of 'soft' advertising. In fact the financial ads have been so repetitive and boring, that its difficult to make out one from another; except perhaps the SBI campaign which stood out because of the humour.

ING's new commercial stands out because it leverages a genuine insight - money has a place in our lives for many reasons and is a sacred symbol of good things. And the bank tells us how it recognises this basic truth, and treats customers' money with the care and respect it deserves.

Full marks for a nice and relevant insight in a brand campaign!