Can a funny guy make finance fun?

Savings, investments and financial practices aren’t the most exciting things to talk about. Our challenge with Citibank’s CitiPlus campaign was to promote a new finance product in a way that was relatable to everyone.

So we tapped Singapore’s favourite everyman Rishi Budhrani to be the face of the campaign with his signature deadpan humour.

We wrote a series of 3 ads made to target the different aspects of CitiPlus and boil it down to simple terms and delivered in a fun way. Rishi brainstormed with the agency to ensure that the script was authentic to his tone of voice while keeping the jokes equal parts funny and financially savvy.