HSBC has launched an innovative new campaign featuring global icon Priyanka Chopra Jonas, aimed at reinforcing a sense of belonging among Indian expatriates.
Titled “Meal with a Movie Star,” the campaign uses the unifying theme of food to create a profound connection between Indian expats and their homeland, offering an unforgettable taste of home.
The campaign film begins with an engaging conversation between Priyanka Chopra Jonas and two-Michelin-Star Executive Chef Sid Ahuja. Together, they delve into the profound impact that food can have on evoking memories and emotions.
Chef Sid shares his insights on how familiar flavors can provide much-needed comfort in unfamiliar places. Inspired by this discussion, Priyanka and Chef Sid curate a delectable menu that celebrates India’s diverse culinary heritage, featuring Punjabi, Bengali, and North-Eastern cuisines.
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This unique social experiment is set in the sophisticated environment of a Michelin-star restaurant, where three Indian expat couples receive the surprise of a lifetime—a special appearance by Priyanka Chopra Jonas.
The campaign targets Non-Resident Indians (NRIs) who have moved abroad for work or have already settled into their new homes. By showcasing the power of authentic Indian cuisine, HSBC aims to remind these individuals of their roots and the emotional support that familiar flavors can provide during their life-changing journey.
Commenting on the campaign, Sandeep Batra, Head of Wealth and Personal Banking at HSBC India, explained the vision behind the initiative: “Our campaign celebrates the unique journey of Indians moving to another country. Just as familiar flavours can create a sense of home anywhere in the world, HSBC’s unrivalled international proposition—including digital onboarding, overseas education, access to global wealth solutions, and our ‘Beyond Banking’ partners and network—are designed to ease the transition for those embarking on global opportunities. We understand that moving abroad is more than just a change of address—it’s a life-changing transition. This is why we’re committed to being more than just a bank; we’re a trusted partner in our customers’ global journeys.”
The campaign not only highlights the rich gastronomic traditions of India but also emphasizes the emotional connection that food fosters among expatriates. By sharing these carefully crafted dishes with the expat couples, the campaign underscores the idea that no matter where one is in the world, the taste of home can create a powerful sense of belonging and comfort.
