Singapore’s comedy icon Gurmit Singh gets serious about financial planning with OCBC Bank.
OCBC Bank wanted to change the way Singaporeans think about financial planning. Life doesn’t always go according to plan, and that’s exactly why planning matters.
Instead of glossy success stories, we kept it real.
We partnered with Gurmit Singh, one of Singapore’s most beloved comedians, to tell a story that hit home.
Directed by Royston Tan, the centrepiece was a heartfelt short film that pulled back the curtain on Gurmit’s financial journey. Known for bringing laughter to generations, he opened up about the struggles behind the scenes and how financial planning helped him through life’s biggest transitions.
The film premiered during Singapore’s National Day Rally by Singapore’s Prime Minister. That moment turned the campaign into a national conversation.
A movie-like poster teased the short film, while social media, financial masterclasses, and out-of-home ads kept the momentum going.
For the financial masterclasses, Gurmit engaged in candid conversations about retirement, education planning, and long-term wealth management.
These real-life discussions reinforced OCBC Bank’s role as a trusted partner in financial journeys, showing that planning for the future is not about achieving perfection but about being prepared for life’s twists and turns.
To resonate with various segments of Singaporeans, we portrayed the different phases of Gurmit’s life, targeting consumers in similar life stages. From him as a father considering his children’s education, to him leaving his full-time job and planning for retirement.
The call-to-action was designed to drive people online to use our financing planning tool, encouraging them to take control of their financial future.
