IDFC FIRST Bank is launching their very first campaign - The bank that puts you first. A heart-warming and insightful campaign that leaves viewers with a smile on their face. the campaign will be released across TV, OOH and digital.

Conceptualised by McCann Worldgroup, the campaign pays tribute to those who always put the needs and well-being of others before their own. Be it family, friends, acquaintances or even complete strangers. And for those who put others first, IDFC FIRST Bank steps in to put them first.

With TVC’s directed by Shimit Amin, director of the hit “Chak De! India.”, the campaign sets in stone the bank’s core philosophy of customer centricity - Always You First. With diaphanous and warm hues to the overall campaign, it’s work that the category has not seen for some time. Neither too clinical nor too syrupy but landing the sweet spot of sentiment coupled with a tangible benefit.

Additionally, the campaign is brought to life with an anthem, sung by Sukhwinder Singh with music written by Vishal Khurana. Khurana’s music is one that’s instantly hummable and Singh’s voice lends the anthem gravitas. The duo complement each other to give everyone a song that’s loveable and unforgettable.

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