Standard Chartered explores holistic wealth in new campaign

Standard Chartered has launched WellnessNOW, a video series exploring the intersection of well-being and financial wellness. The three-part campaign reframes the definition of wealth to include emotional, physical, mental and financial health.

The series covers themes such as mindfulness, Ayurveda, breathwork and detox, framing them as everyday practices rather than fleeting wellness trends. Unlike traditional bank campaigns, WellnessNOW features no product placement or call-to-action, instead aiming to reflect the priorities of affluent consumers who value balance as much as financial growth.

Banking and holistic well-being

Haymans Fung, Global Head of Marketing for Wealth and Retail Banking, Standard Chartered: "Our clients trust us with their wealth, but more so, they can also trust us to understand their broader life goals and how we can help bring balance to that. Wellness is an investment that is essential to building resilience, sustaining performance, and safeguarding long-term prosperity. With WellnessNOW, we are showing that banks can move beyond transactional relationships to deliver deeper, more meaningful engagement that supports our clients’ holistic wellness and success."

AI-driven personalisation strategy

The campaign was developed in partnership with dentsu Singapore and reflects Standard Chartered’s evolving media strategy.

It uses first-party data from the bank’s Customer Data Platform (CDP) and artificial intelligence to scale content variations. This enables personalised experiences aligned to clients’ financial lifecycle and supports a full-funnel approach to engagement.

Rahul Thappa, Managing Director, Media and CXM, dentsu Singapore: "We are proud to support Standard Chartered in shaping a campaign that reflects the evolving aspirations of today’s affluent consumers. WellnessNOW is more than a content series, it is a strategic shift towards values-led storytelling, powered by AI-driven personalisation and robust data infrastructure. By embedding market cultural nuances and customer insights into every stage of the journey, we have been able to deliver a full-funnel approach that drives relevance, resonance and long-term brand trust in a highly competitive financial landscape."

The initiative highlights Standard Chartered’s focus on blending wellness culture with financial resilience, positioning the bank to engage clients on both personal and professional levels.

www.sc.com

www.dentsu.com

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