Standard Chartered has introduced a new marketing campaign called WellnessNOW, aiming to broaden the definition of well-being by including financial wellness. The campaign features a three-episode video series that explores themes such as breathwork, mindfulness, Ayurveda, and detox. These topics are presented not just as trends but as daily rituals that reflect how people manage their lives and wealth.
Unlike traditional bank advertising, WellnessNOW does not include direct calls to action or product placements. Instead, it is designed to align with the changing priorities of affluent consumers who value emotional, physical, and mental clarity alongside financial growth.
Haymans Fung, Global Head of Marketing for Wealth and Retail Banking at Standard Chartered, said: “Our clients trust us with their wealth, but more so, they can also trust us to understand their broader life goals and how we can help bring balance to that. Wellness is an investment that is essential to building resilience, sustaining performance, and safeguarding long-term prosperity. With WellnessNOW, we are showing that banks can move beyond transactional relationships to deliver deeper, more meaningful engagement that supports our clients’ holistic wellness and success.”
The campaign was developed in partnership with dentsu Singapore. It uses first-party data from Standard Chartered’s Customer Data Platform (CDP) and artificial intelligence tools to personalize content for different audience segments. This technology allows the bank to adapt long-form videos into shorter versions tailored for specific groups based on cultural and regional preferences.
Rahul Thappa, Managing Director of Media and CXM at dentsu Singapore, stated: “We are proud to support Standard Chartered in shaping a campaign that reflects the evolving aspirations of today’s affluent consumers. WellnessNOW is more than a content series, it is a strategic shift towards values-led storytelling, powered by AI-driven personalisation and robust data infrastructure. By embedding market cultural nuances and customer insights into every stage of the journey, we have been able to deliver a full-funnel approach that drives relevance, resonance and long-term brand trust in a highly competitive financial landscape.”
Dentsu describes itself as an integrated growth partner working across over 110 countries since its founding in Tokyo in 1901. The company focuses on business transformation through services in media, customer experience management (CXM), creative work, and end-to-end experience transformation for global brands. More information about Dentsu can be found at https://www.dentsu.com/ or https://www.group.dentsu.com/en/.