As India prepares to celebrate Independence Day, HSBC India has launched a digital campaign aimed at nurturing a sense of connection among Indian students studying abroad. The campaign, strategically aligned with India’s Independence Day, seeks to bridge the geographical gap that often separates these students from their homeland.
Crafted to evoke nostalgia for Indian students overseas, the campaign is a social experiment that features cricket icon Virat Kohli, known for his discipline and dedication. In a heartwarming 30-second film, Kohli surprises a group of international students in the UK by joining their impromptu gully cricket match, instantly sparking joy and excitement. This film beautifully captures the essence of the Indian spirit through the universal language of cricket, transcending borders.
In the video, Kohli, who resonates with the aspirations of young Indians both at home and abroad, reflects on the emotions involved in the decision to send a child abroad for education. This campaign comes in response to HSBC’s research*, which highlights the challenges faced by international citizens, including students and their parents, during their initial settling-in period. The findings indicate that more support is needed, particularly since the actual on-ground experience may differ from the parents’ expectations.
The research revealed that, on average, international students take longer (9.53 months) to feel a sense of belonging compared to other international citizens (8.31 months), such as expatriates and investors.
Based on this research, HSBC devised a campaign that celebrates the emotional journey of both parents and students when moving abroad for education. The campaign aims to inspire these individuals, assuring them that they can create a new sense of belonging in their new foreign home, anchored by something that is intimately familiar.
This social experiment campaign focuses on HSBC’s international offerings for students studying abroad. In India, the campaign will be live on various digital platforms and HSBC’s owned channels, strategically aimed at raising top-of-mind awareness of HSBC among international students and their parents.
Commenting on the association, Sandeep Batra, head, wealth and personal banking, HSBC India, said, “The flow of international students has been steadily increasing over the last few years, reaching a record high in 2022 and is expected to surpass in 2023. International education represents an important opportunity for HSBC.
For international students and their parents, our proposition extends beyond conventional banking with offerings such as planning support, beyond banking, cross border banking, account opening set up and global support. With an expansive array of offerings, we are strategically poised to bolster various aspects of the journey for international students, positioning ourselves for significant growth.”
On the campaign, Jaswinder Sodhi, head of customer proposition, digital and marketing – wealth and personal banking, HSBC India said, “Gully cricket with Virat Kohli celebrates the unbreakable bond that bridges distances and cultures whether at home or abroad.
Through the campaign, we are reiterating our purpose of ‘Opening up a world of opportunity’. We are committed to invest for the long-term success of our clients globally, fostering a sense of belonging that transcends borders and resonates with international students and their parents.”