SBI Card, India`s second largest credit card issuer, has announced the launch of its new brand campaign, “#ApnepanWaaliDiwali” spreading the message that this Diwali, we must distribute some love and care along with our gifts.

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Ashwini Kumar Tewari, MD & CEO said, “SBI Card, during past few months, has rolled out campaigns aimed at inspiring communities to stay positive and connected. #ApnepanWaaliDiwali campaign has been initiated to inspire people to celebrate the true joy of this festive season by connecting emotionally and touching lives of those around. SBI Card has curated a vast spread of festive offers so that customers can bring delight to those around with handpicked Diwali gifts. Through this new festive brand campaign, SBI Card encourages everyone to spread joy to those around, by gifting some love and care along with their gifts.”

Anupriya Acharya, Chief Executive Officer, “Gifting is an important ritual during the festive period. Earlier people would put a lot of thought and effort to select the right gifts for their loved ones. Through this campaign SBI Card wanted to evoke a sense of appreciation for people around us, to reinvigorate the joy of finding the right gift and cherish every relationship.”

SBI Card has given its customers a reason to celebrate with an array of over 1000 festive offers, curated to add delight and make the festive season extraordinary. The hand-picked national, regional, and hyper-local offers give a vast spread of customized options to suit customer preferences. So that, with an SBI Credit Card, customers can turn this Diwali into an ‘Apnepan Waali Diwali’.

And there is a film too. Launched on 25th October, it will play across all key media. The film reminds us how Diwali gifting can be a true source of joy for those around as well as for oneself. All of us cherish relationships and make efforts to give thoughtful gifts. The campaign demonstrates how we can step out of the boundaries of our inner circle to spread joy and brighten up the festivities for those who need it the most. The campaign reminds people that Diwali means much more than gifting, celebrate togetherness and touch the lives of those around us. Through a heart warming story, the film conveys that relationships can only be built by getting to know each other and connecting emotionally.

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The film begins with a couple busy with their preparations for Diwali. As their driver hands over the car keys to leave for the day, the husband asks the driver in a strict voice that he has been arriving late to work.

The driver apologizes for his tardiness and promises to be on time in future. The wife questions him on how he would be on time and still be able to ensure that his daughter continues attending her online classes on his smartphone. As the driver looks on in nervous confusion, the couple breaks into an empathetic smile and the husband hands over a brand-new smartphone wishing the driver a Happy Diwali. The film`s core message is ‘Iss Diwali, sirf tohfe hee nahin, apnepan ka ehsaas bhi deejiye...’. The film ends on #ApnepanWaaliDiwali, SBI Card ke festive discounts aur offers ke saath’.