Results at a Glance
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668M+ Instagram views
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Sixth most viewed Instagram Reel of all time
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109,000+ new bank accounts opened by expats
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HSBC’s most successful campaign to date
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Record engagement and conversion performance
“Emotional storytelling drove financial action.”
Campaign Snapshot
The Insight
For expats, banking decisions are deeply emotional, shaped by identity, belonging and connection to home.
To resonate meaningfully, HSBC needed to demonstrate genuine understanding of the emotional realities of moving abroad.
The Strategy
HSBC used the universal language of food to connect with Indian expat families.
Featuring Priyanka Chopra Jonas, the campaign surprised families with a personalised meal from home, made even more powerful by her unexpected presence.
The content was designed to be authentic, emotionally resonant and distributed through owned and earned channels.
The Execution
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Emotional storytelling centred on food and home
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Priyanka Chopra Jonas as cultural anchor
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Personalised family experiences
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Shot in four hours
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Distributed via earned and owned media
The activation blended celebrity, surprise and cultural insight into a single intimate moment.
The Impact
The campaign generated over 668 million views on Instagram alone, becoming the sixth most viewed Instagram Reel of all time.
It drove more than 109,000 new bank accounts opened by expats and broke internal records for engagement and conversion.
The result was HSBC’s most successful campaign to date, proving that emotional relevance can translate directly into measurable financial growth.