SBC India has come up with a campaign in Hindi for the first time, to try and reach out to an "untapped segment of customers". The mix includes mass media in the form of five print executions, outdoor and various out-of-home media ranging from PCO booths, barber shops, trains, two-wheelers and the local chai-wallahs.

The campaign has been designed specifically for HSBC Pragati Finance, a new loan product - launched last month - targeted at SEC B2 and C, which, according to the company, has had "limited access to organised financing till now, with only friends, family and moneylenders being the few options available."... more