2016 Winners & Shortlists

The Campaign

We crafted a hilarious online film to promote DirectRemit - Emirates NBD's Money Remittance Solutions - a product that enabled Indians in the UAE to transfer money to anywhere in India in 60 seconds or less, for free, at the best exchange rate. We parodied popular primetime soap opera scenes to show our Indian audiences how money transfers with DirectRemit do not have to drag on as long as soap opera scenes do nor be as dramatic. We picked 2 popular Indian soap actors and played out what should be a non-dramatic, everyday conversation between a typical Indian wife and her husband who is employed in the UAE, around the topic of sending money home for their child's school fees. But we added the overdramatic flavour, staying true to soap operas. To remain true to parodies, we drew upon popular and very typical soap opera effects and sequences. The film ends by conveying how sending money doesn’t need all the tension and drama; that money transfers with DirectRemit don't have to drag on as long as soap opera scenes do. Because one can transfer money to bank accounts across India, in 60 seconds or less for free! No more drama.