The Objective
SBI is the most active and most followed banking brand on Twitter, in India and globally, but also a target of trolling. That led to a simple, human question the brand wanted to raise: why isn't there enough kindness on the internet?
#KindnessIsCool: Solving for Negative Sentiments for India's Largest Public Sector Bank
Oct 2025|3 min read
Client
SBI
Domain
Campaign & CreativeSocial
Our scope
Campaign concept and video production, launched on Twitter with custom ad assets.
The Campaign Idea
#KindnessIsCool showed how people are kind to family, friends, pets and even strangers in the real world, then become someone else online. Launched on Twitter, it used distinctive assets, a custom emoji, a 24-hour takeover and a first-view ad, to carry the message at scale.
The Result:
0.0M+
Video Views
0M+
Impressions
0K+
Engagement
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