Hyderabad, Telangana, 8th of December, 2025 : AU Small Finance Bank (AU SFB), India’s largest Small Finance Bank and the first to receive in-principle approval from the Reserve Bank of India to transition into a Universal Bank, has unveiled its new brand campaign carrying forward the brand’s core theme of “Soch Badlo, aur Bank Bhi” (Change Your Thinking, Change Your Bank). Featuring Bollywood actors Ranbir Kapoor and Rashmika Mandanna, the campaign marks a creative departure from its predecessor, with McCann delivering a fresh, entertainment-forward interpretation of the core messaging that repositions AU SFB’s brand promise for a broader audience.
The campaign relies on humour, everyday conversations, and relatable character moments to drive its central premise: encouraging viewers to critically examine whether their current bank truly meets their financial needs. Rather than hard-selling AU SFB’s services, Ranbir and Rashmika function as subtle catalysts within these narratives, gently prompting audiences to consider more rewarding banking choices. By grounding the message in authentic, recognizable scenarios, the campaign invites consumers to rethink their banking relationships and explore what AU SFB offers as an alternative.
The communication highlights AU’s strengthened product propositions across consumer and business segments. On the consumer side, the bank offers higher interest rates with monthly payouts on AU Savings Accounts, alongside lifestyle benefits and merchant offers on AU Debit Cards. For businesses, AU’s comprehensive Current Account suite integrates lending, payment collections, merchant solutions, and Trade & Forex services – all designed to consolidate banking operations in one platform.
Central to this offering are the AU 0101 App and AU 0101 Business App, which bring branch-equivalent service to mobile devices. Both platforms deliver seamless digital banking, real-time account visibility, integrated money management, quick payments, collections and service requests, positioning AU’s digital infrastructure as a key differentiator in a market increasingly demanding convenience without compromise.
Speaking about the campaign, Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank, said, “This campaign, based on core thought of ‘Soch Badlo, aur Bank Bhi’, inspires customers to reflect on their banking choices, as we bring the message in a more contemporary, relatable, and entertaining way. Ranbir and Rashmika help us convey this with honesty and charm, while our product strengths in Savings and Current Accounts provide strong reasons to make the switch. This campaign reinforces our commitment to offering customers a smarter, more intuitive banking experience as we prepare for our transition into a Universal Bank.”
Sharing his perspective, Prasoon Joshi, Chief Creative Officer & CEO of McCann Worldgroup India said, “It’s about exploring the consumer’s evolving mindset through a lens of warmth and relatability. The team wanted to move away from being transactional and find the humour in everyday human truths. The films are rooted in the texture of daily life. The brand team through this campaign created an invitation for people to pause and rethink their banking relationship, but with a smile.”
The films have been directed by Hemant Bhandari and produced by Chrome pictures. The campaign will run across television, digital platforms, social media, and print, strengthening AU’s reach across customer segments. With this renewed creative push, AU reinforces its ambition to be the preferred banking partner for individuals and businesses across India.
TVC Links:
• Film 1: https://youtu.be/V6bv1hjD-P0
• Film 2: https://youtu.be/BSdWVo1Y1U4
About AU Small Finance Bank
AU Small Finance Bank Limited (AU SFB) is a Scheduled Commercial Bank and has established itself as India’s largest Small Finance Bank since commencing its banking journey in April 2017. Founded in 1996 by Mr. Sanjay Agarwal, a first-generation entrepreneur, AU enters its 30th year of operations with a legacy of deep-rooted “Dharma” of customer centric service—having built, over three decades including more than eight years as a bank, a sustainable and inclusive financial institution that empowers underserved and under-reached communities through a robust retail banking model. AU has received an in-principle approval from the Reserve Bank of India (RBI) to transition to a Universal Bank.
With deep customer insight across India, AU provides comprehensive banking solutions across deposits, loans, credit cards, premium banking, remittance services, merchant solutions, insurance, and investments. As a tech-led bank, AU offers differentiated digital experiences through innovations like 24×7 video banking, WhatsApp Banking, Chatbots, UPI QRs, merchant lending, and its award-winning AU 0101 app.
AU SFB’s wide network of over 2,626 banking touchpoints across 21 States and 4 Union Territories enables service to more than 1.2 crore customers, powered by a workforce of 57,800+ employees. As on 30th September’25, Bank has a Shareholders Funds of ₹18,316 Cr, Deposit base of ₹1,32,509 Cr, Total Loan Portfolio of ₹1,22,877 Cr and a Balance sheet size of ₹1.65 Lac Cr+.
AU SFB is listed on NSE and BSE and is rated ‘AA/Stable’ by CRISIL Ratings, ICRA Ltd., CARE Ratings, and India Ratings. Its Fixed Deposits carry a ‘AA+/Stable’ rating from CRISIL Ratings, reflecting its financial strength and investor trust.
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