Banking Beyond Borders
Strategic pitch developed at Dentsu Creative.
The Brief
A legacy bank wanted to connect more meaningfully with its NRI customer base. While it offered a suite of international services, the brand struggled with low awareness and even lower adoption.
The challenge was to reposition these services in a way that resonated with the real, lived experiences of globally-dispersed NRIs and move the perception beyond transactional banking.
My Role: researching, spotting consumer insights, and shaping the strategic direction for how the brand should show up.
The Insight
Digging into interviews and online conversations uncovered a few hard truths:
1
Most people living abroad are juggling responsibilities in both their home and host countries. but their finances don’t always keep up.
2
Third-party apps feel quick and easy, so formal banking gets written off as slow, complex, or unnecessary.
3
Even when better tools exist, people assume cross-border banking is still paper-heavy and painful.
4
Awareness isn’t the problem, belief in a smooth, reliable experience is.
The Strategy
Reposition the brand not just as a provider of financial tools, but as an enabler of global ambition. A dependable partner who understands the friction of living and earning in two worlds, and makes life smoother for those navigating it.
Strategic Idea:
“Banking that keeps up with your life across borders.”
We wanted to show that modern banking isn’t a barrier, it’s a bridge.
Content Approach
We built a flexible content plan that could work across platforms and still feel cohesive:
– Instagram and YouTube focused on real, relatable stories that showed the tug between home and abroad.
– LinkedIn offered reassurance through practical tips and success stories.
– Facebook tackled confusion head-on, breaking down how the services actually worked.
The tone was clear, conversational, and warm. No jargon, no lectures, just content that met people where they were.
We designed everything to move from friction to ease, showing how modern banking could actually keep up.