Creative Team

CREATIVE
What is it
Act of turning new and imaginative
ideas into reality
Creative & Content Development
• Design & Development of Creative content
• Structure & elements of creative
• Use of imagery
• Brand Colour and its importance
• Adaptation of creative, Upcoming campaigns
• Challenges at various level
 Creative & Content – Development Process

Internal
Adaptation to Release to
Creative Indent Briefing to Shortlisting of deliberations & Feedback & Finalization of
different media and
(Requirement) Agencies Creative Route Stakeholder Improvements Base Creative
collaterals Zones / Regions
view

Bank has empanelled 5

Advertising Agencies Recently developed
for Brand, Creative & Content Creative
development
1. Creative format:
There are elements in each creative that are placed scientifically
to have uniformity and prominence
The placement of Logo, Headline, Sub-headline, Imagery and CTA
Patch
The entire tonality of the creative is our brand colour.

2. Logo position:
Position of the Bank of Baroda Logo is preferably center or top right
corner
The logo obviously become reverse due to background vermillion.
Care should be taken for placement of logo.
3. Body of the creative:

Headline:

It can be Problem statement. It is a connecting line between the imagery and

the message.

The tone of voice of headline/ body copy should be straight-talking, simple,

honest, authentic, transparent and very important short.

And should not be manipulative, misleading, enigmatic, secretive, dramatic or

poetic.

Avoid using name Bank of Baroda in headline.

Both should be preferably white colour only due to vermillion background

5. Call for action
• Call for action text is one of the important part of any communication. Without this any
communication will be dead. Do not treat this part as negligible.

The bottom vermillion patch where toll free numbers, website and social media icons are
placed. We purposely placed this separately to give as importance as our any other
element.
 Different Adapts of Creative

Outdoors
Standee
• Recent creative developed by Bank
• Imagery
• It creates the backdrop to our brand, and is integral to
creating the look of consistency that we want to express.
• Authentic: Celebrates the lives of real people in real
situations.
• Emotive: Captures expressive and positive feelings. People
look natural, not posed or contrived.
• Aware: Builds a relationship between the people in our story
and the viewer, especially through eye contact
• Vibrant: Matches the vibrancy of our brand with vibrant
colours to make our imagery engaging.
• Engaging: Our images are photographic stories, based on the
lives of real people in real situations
Use of Brand Endorsers

The first part of each communication usually starts with an image of a person
– because individuals come first with us.

• Fake people in fake situations, living fake lifestyles that don’t exist
outside the world of a photo-shoot aren’t believable. Our customers are
real, and our focus is on giving customers what they want.

• Usage of our brand endorsers PV Sindhu and Srikanth.

• Indian festival photography should celebrate the life of the person,

capturing positive and genuine emotions
Brand colour and its importance

• We want to truly take ownership of the colour vermillion within our

look and feel

• And we’ll do this through the use of a vibrant vermillion colour

• Colour sets the tone for our entire visual identity system, our look
and feel and ultimately, our logo.

• Colour plays an important role in establishing a brand’s unique

personality.

• Our colour palette conveys an overall feeling of vitality and

warmth.
Adaptations of Creative:

• Corporate Office sends creative to all Zonal / Regional centers occasionally. General adapts
include Poster, Banner, Standee & OOH through Onedrive link.

• Care should be taken while the same is adapted in other format so that core message are intact.

• Multiple elements in same creative to be avoided.

• Check points should be handy with regards to latest logo / CTA Patches and other elements.
Challenges at Corporate /Zonal / Regional level

1. Standardizations
2. Brand Recall
3. Imagery selection
4. Creative Archiving
5. Brand Violations
6. Adaptations
7. Localizations
Development of TVC & Radio Jingle:

Process for TVC Development –

• Deciding the Theme, Purpose & Communication Message
• Selection of Route
• Script selection and finalization
• Story Board to decide the protagonist, costume /props etc.
• Production : Actual Shoot of the TVC / AV
• Post Production : Animation / Supers / Logo Closure / Voice Over
Developed AVs
Process for Development of Radio Jingle –

• Decision on Radio Spot Ad & Radio Jingle

• Selection and Finalization of Script
• Reverts on the first cut of the production
• Final production
Thank You