ING has recently launched a TV commercial with their new proposition “Paisa Sirf Paisa Nahi Hai”, which literally translates as “Money is more than money”. The bank has even introduced an online banner campaign with the same tagline that redirects you to their new microsite MoreThanJustMoney.in. The microsite elaborates on the new campaign and explains how money has more meanings than its monetary definition in the multi-cultural Indian society.

MoreThanJustMoney.in looks more like a landing page than a microsite. There are three main links redirecting users to three product offerings – life insurance, investment management and banking.

In fact ING could have done much more online activity pertaining to their baseline “Paisa Sirf Paisa Nahi Hai”. They could have created a whole social media campign wherein users could send in their perspective to money. This could have been extended into a viral campaign asking users to send videos, notes and ideas of unique ways to use money other than transactions.

Its high time banks and financial institutions make the best of the online space with the increase in online banking and e-commerce. Well, let’s hope someone from the banking industry (especially brand managers) reads this post and pays heed to the same.