

HSBC Meal With A Movie Star
Ogilvy PR
Client: HSBC
In 2024, HSBC wanted to reach Indian professional expats – hundreds of thousands of whom move overseas each year.
We needed to reach them before they left the country and get them to open a bank account with HSBC before moving, as, once they land and settle into new routines, they are unlikely to change bank.
We created “Meal With A Movie Star” - a piece of social content featuring actor and producer Priyanka Chopra Jones that has been seen over 668m times - and resulted in over 109,000 expats opening a new bank account with HSBC.
Expats moving overseas represent a very lucrative audience for HSBC - and this campaign used a behavioural science led-insight around the role of food to evoke memories to show HSBC understands what you gain from movement, you sacrifice in belonging. Shot in four hours in one location, we surprised three Indian expat families with a personalised meal containing their favourite dishes from home - and one of India's most famous actors.
Distributed via earned and owned channels, across five markets, this is HSBC's most successful campaign ever - and set new records for engagement, conversion and account openings.