2 October 2024
Bangkok (2 October 2024) --
Krungsri (Bank of Ayudhya PCL and its business units) launched an advertising campaign, ‘Simplicity for all differences,’ reflecting the brand promise of ‘Make Life Simple’ every day. Krungsri reinforces its brand leadership by embracing ‘simplicity’ and recognizing how consumers prefer it differently. The advertising video features ‘the fried egg theory,’ illustrating that though fried eggs are simple, everyone has their preferences. Similarly, Krungsri understands that everyone has a unique style of simplicity.
Ms. Mingkwan Pattanawong, Krungsri Executive Vice President, Head of Corporate Branding and Marketing Division, said, “In a fast-evolving world impacting every aspect of life, simplicity is becoming increasingly important and sought by customers. Looking back to 2011, many people found finances complex and challenging. Krungsri was the first bank to offer a difference by simplifying financial matters by introducing new products and services, along with the familiar tagline, ‘Make Life Simple.’ In 2023, Krungsri furthered its commitment to simplicity with a new brand promise and tagline: ‘Make Life Simple’ every day, which reflects Krungsri’s current role as a trusted partner with a global network, delivering simplicity through innovative solutions that meet lifestyle needs and enhance consumer convenience. This approach reinforces the brand identity of ‘Simplicity = Krungsri.’
By analyzing current consumer trends and understanding customer behaviors through social listening and various channels, Krungsri has gathered valuable insights into the diverse needs for simplicity. This knowledge enables Krungsri to provide financial solutions tailored to the unique requirements of different consumer groups, inspiring the campaign ‘Simplicity for all differences.’
Ms. Mingkwan Pattanawong, Krungsri Executive Vice President, Head of Corporate Branding and Marketing Division
“Krungsri has continuously monitored changes in consumer needs and found that we often perceive Thai people as simple and flexible. However, a deeper analysis reveals that everyone defines simplicity differently. This insight inspired the campaign ‘Simplicity for all differences,’ which features a new advertising video highlighting the ‘fried egg theory.’ The ad follows a curious child who believes her father is the best at reading people’s minds because he can prepare a simple fried egg dish in various ways tailored to satisfy everyone. It illustrates that each person’s simplicity, like a fried egg, contains unique details that reflect different preferences and lifestyles while still sharing a common essence of simplicity. Similar to how Krungsri understands customer needs and strives to offer simplicity through a wide range of solutions and services, all designed to help customers ‘Make Life Simple’ every day. With a Human-Centric Innovations approach, these solutions are crafted to go beyond financial services, ensuring that Krungsri makes financial matters easier no matter your lifestyle,” said Ms. Mingkwan.
Through the launch of the campaign ‘Simplicity for all differences,’ Krungsri seeks to become a beloved brand and connect with a broader audience of younger generations.
“Krungsri understands the diverse behaviors and lifestyles of customers. With each customer seeking different forms of simplicity, Krungsri is committed to understanding and providing solutions that help ‘Make Life Simple’ every day. This reinforces our position as the Champion of Simplicity, establishing ‘Simplicity = Krungsri,’” added Ms. Mingkwan.
Watch the ‘Simplicity for all differences’ campaign video and stay updated on Krungsri at
https://www.krungsri.com/th/makelifesimple.