Campaign details

Advertiser: State Bank of India
Brand: State Bank of India
Agency: Adfactors PR
Country: India

Background

The Indian government, on the evening of November 8, 2016, announced that currency notes of 1,000 and 500 denominations would cease to be legal tender from midnight, and those currencies would have to be compulsorily deposited in banks and exchanged with new currencies. In a country with a population of 1.3 billion and where close to 90% of transactions are done in cash, the 'demonetisation' announcement meant a humongous amount of monies  – 16,415 billion in 500 notes and 1,000 notes, representing more than 86% of the value of total notes in circulation – would have to be physically exchanged at banks.