SBI – Kindness Is Cool

The State Bank of India (SBI) is one of the most active and vocal social media brands in the banking category. It is also the most followed brand in the category on Twitter – not just in India, but globally. However, like many other brands and individuals on the internet, SBI was a party to unwanted trolls and negativity on the internet. And this led to SBI wanting to answer a very simple question – Why isn’t there enough kindness on the internet?

Kreativ Street conceptualized and executed #KindnessIsCool campaign which showcased how people are kind to each other – their families, friends, pets, strangers too – in the real world, but turn into a whole different self when they go online. The intent was to make people realize about their dual behaviour and how being kind is cool. The campaign was launched on Twitter and leveraged multiple unique ad assets like custom emoji, 24-hour Twitter takeover, first-view ad, etc.