The marketing campaign is targeting seven markets: Singapore, Hong Kong, mainland China, Korea, Taiwan, the UAE, and India.

Standard Chartered is going after the affluent client segment with a new advertising and marketing drive under the strapline of “Now’s your time for wealth.”

The UK-listed bank, which carries out most of its business in regions such as Asia, wants to bring in net new money of $200 billion by 2029, to double compound annual growth in its wealth solutions income area.

The campaign message says that the cost of waiting could mean falling short of one’s wealth ambitions. 

An image aimed at the Global Indian market

“We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning, and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our client needs and ambitions,” Haymans Fung, global head, marketing for wealth and retail banking, said.

The campaign will be featured in a mix of out-of-home advertising across airports and in-city sites, print advertising, film, and content partnership with international, regional and local media across seven markets – Singapore, Hong Kong, mainland China, Korea, Taiwan, the UAE, and India.

Image aimed at Global Chinese market