The non-interest lender uses the love of sports to sensitise the public
Jaiz Bank, a non-interest lender, has commenced an awareness campaign with its ?The Rest Assured? television commercial.
Jemba Moh, an advertisng consultant on the project, in a statement on Monday, said: ?The Rest Assured campaign introduces the concept of interest-free banking, using a sport that also requires some explanation in itself in order to fully engage the audience and deliver critical messages using a golfing analogy.?
He stated that given the socio-political background concerning non-interest banking in Nigeria, it was important to inform the populace about the concept and merits of this system.
?It is not meant to usurp other banking modules, but to provide an alternative that will be an additional method of banking that will be available to everyone in Nigeria irrespective of religion,? he said. ?The television commercial features Edet Umoh, Nigeria?s top ranked PGA golfer, and his caddy; focusing on the partnership between the two in ensuring success in a competitive environment.??
Idris Salihu, the bank?s spokesperson, said in the statement that non?interest banking is partnership banking, based on high ethics, fairness, transparency and objectivity.
?It is about sharing risk and rewards,? he said. ?The golfer in the advert is a visual metaphor of the bank?s customers, while the caddy represents the bank as a supportive service provider. There will be regional billboard communications that convey appropriate levels of information for the target audience.?
