Blending the power of sport with the strength of banking, this campaign redefines trust and inspiration for every Indian.
Expression 360’s SBI campaign with Dhoni & Mandhana highlights everyday moments
New Delhi, 11th April, 2025: Expression 360, a leading creative agency, has unveiled an innovative campaign for the State Bank of India (SBI), featuring cricket luminaries MS Dhoni and Smriti Mandhana. This collaboration highlights SBI’s dedication to trust, resilience, and financial empowerment, reflecting the ethos of these celebrated athletes.
Expression 360 is renowned for transforming brand messages into compelling stories. The SBI campaign goes beyond traditional advertising by creating a narrative that aligns the bank’s unwavering support with the determination and leadership exemplified by Dhoni and Mandhana. This strategic approach ensures the campaign connects with diverse audiences nationwide.
At the heart of this campaign is SBI’s powerful tagline—“The Banker to Every Indian.” The campaign reinforces this message by showcasing how SBI, much like Dhoni and Mandhana, remains steadfast in supporting Indians through every challenge, every triumph, and every milestone. Whether it is the dreams of an aspiring entrepreneur, a young professional’s first savings account, or the financial security of a family, SBI stands as a pillar of trust for every Indian.
The creative team at Expression 360 collaborated closely with SBI to develop a campaign that blends cinematic excellence with the bank’s core values. From concept development to final production, every detail was meticulously crafted to enhance audience engagement and reinforce SBI’s legacy of trust. The campaign’s high-quality visuals and emotionally resonant storytelling highlight Dhoni’s calm demeanor under pressure and Mandhana’s relentless pursuit of excellence, paralleling SBI’s commitment to empowering its customers.
Mohit Gupta, Managing Director and Co-founder of Expression 360, expressed his enthusiasm for the campaign’s success: This campaign transcends conventional advertising; it embodies the aspirations of every Indian. MS Dhoni and Smriti Mandhana are more than cricketing legends; they symbolize perseverance, excellence, and trust—the very values that define SBI. At Expression 360, we take immense pride in creating campaigns that resonate deeply with millions, and the response to this initiative has been extraordinary.”
Adding further, Sandeep Chawla, Director, Expression 360, said: “This campaign was all about creating an emotional connect with every Indian by blending the reliability of SBI with the inspiration that icons like MS Dhoni and Smriti Mandhana bring to the table. We wanted the narrative to feel real, relatable, and deeply rooted in the values that both SBI and these cricketing legends represent — trust, commitment, and excellence.”
With this innovative campaign, Expression 360 continues to redefine brand storytelling and audience engagement. The agency’s ability to craft narratives that not only promote but also inspire has solidified its position as an industry leader, driving impactful brand conversations nationwide.
As the SBI campaign garners widespread acclaim, Expression 360 remains committed to pushing the boundaries of creativity and innovation in the dynamic world of advertising.
About Expression 360:
With over three decades of experience, Expression 360 is a pan-India presence agency offering truly integrated, 360-degree solutions in event management and creative communications. Our expertise spans both national and international events and exhibitions, where we combine creativity with strategy to create unforgettable experiences. As an INS-accredited agency, we specialize in delivering impactful communication strategies, from large-format advertising to short-format content creation, ensuring every message connects with the right audience. We provide a complete range of services, from 360-degree communications and digital marketing to experiential branding and content creation. Whether it’s managing high-profile events or executing cutting-edge campaigns, Expression 360 consistently pushes boundaries to deliver customized, innovative solutions that resonate across platforms.
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