RBI's platinum jubilee PSA talks to common people

To commemorate its platinum jubilee, the Reserve Bank of India (RBI), the country's central bank, released a public service announcement, educating the public about its crucial role. The announcement, launched in the form of a TVC, was conceptualised by Integrated Brand Development, India, a subsidiary of Hakuhodo Percept.

The TVC informs people about the ways in which the RBI impacts not only the everyday life of citizens, but also the economy of India.

The target audience for the TVC comprises vast swaths of society, including tier 1, 2, and 3 cities, the common people, the rural folk, and schoolchildren.

The pivotal moment of the PSA is a message from the RBI governor Dr YV Reddy, who did not shy away from giving retakes till his message turned out to be perfect!