Singapore — Standard Chartered has launched WellnessNOW, a first-of-its-kind video series designed to integrate financial wellness into the broader narrative of personal well-being.
The series is developed with dentsu Singapore as the campaign targets affluent consumers seeking balance between emotional, physical, and financial clarity.
The three-part series explores themes such as mindfulness, Ayurveda, and detox—not as fleeting trends, but as daily rituals that align with today’s holistic view of wealth.
Unlike traditional financial marketing, WellnessNOW includes no product promotion or call-to-action, reflecting the bank’s values-led approach to storytelling.
Haymans Fung, global head of marketing for wealth and retail banking at Standard Chartered, said, “Wellness is an investment essential to long-term prosperity. With WellnessNOW, we’re moving beyond transactional relationships to support our clients’ broader life goals.”
The campaign also pilots several innovations like AI-driven personalisation, customer data platform, and full-funnel strategy.
Rahul Thappa, managing director, media and CXM at dentsu Singapore, added, “This campaign reflects a strategic shift—embedding personalization, cultural nuance, and data-led insights to build lasting brand trust.”
