2021 Winner

Western culture prioritizes individual agency and the belief that people are individually important – but South Asian culture believes in collective agency and sees others as more important.

TD wanted to demonstrate to South Asian Canadians that what is essential to their customers is essential to TD. So, working with Barrett and Welsh, the bank created “What’s Zaroori for You is Zaroori to Us,” a campaign that focused on helping people achieve what is important to them. Whether that’s sending money to ageing parents far away in India or making time for their nannu (little one) in Canada, their wellbeing and happiness come first.

They are zaroori (essential). The campaign earned over seven million impressions and the CTR for YouTube was 0.30%, followed by The Hindu and Google Display Network at 0.28% (the standard CTR for South Asian campaigns is 0.08%).

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Art Director
Donovan D'Souza, Sr. Copywriter
Radhika Mohandas, Copywriter
Deb Cochrane, Studio Manager
Tina Chan, Production Manager
Sarabjeet Arora, Think Brown Studios
Ishan Ghosh, CEO
Nitin Bagga, COO & Chief Strategy Officer
Ben Borges, Business Director
Puneet Ahuja, Director, Media
Saloni Sharma, Account Manager