HSBC Serves Nostalgia With Priyanka Chopra Jonas For Indian Expats

HSBC introduces a new campaign with actor Priyanka Chopra Jonas, aiming to connect Indian expats with their roots through a memorable 'meal with a movie star', reinforcing a sense of belonging.

In this social experiment campaign at a Michelin-star restaurant, three Indian expat couples are surprised by Jonas. Targeting NRIs who have recently moved abroad or are already settled, the campaign addresses the emotional challenges of relocation and highlights the comforting power of authentic home cuisine to help them stay connected to their roots.

Commenting on HSBC’s new campaign, Sandeep Batra, Head of Wealth and Personal Banking, HSBC India said, “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 film begins with a dialogue between Jonas and two-Michelin-Star Chef Sid Ahuja discussing how food can evoke powerful memories and emotions. Jonas and Ahuja then explore how familiar flavours can provide comfort in new surroundings. They create a special menu featuring Punjabi, Bengali and North-Eastern cuisines to share with three couples who have recently relocated abroad, highlighting India's rich gastronomic heritage. 

Stephanie Ng, Global Head of Marketing, Wealth and Personal Banking, HSBC said, “At HSBC, we're not just helping our customers navigate new financial and geographical landscapes—we're helping them feel at home wherever they go. Our international proposition extends beyond conventional banking; HSBC is key in supporting and enabling expats, international students and investors to move, study and invest abroad. Our long-term planning tools, cross-border banking solutions, and global assistance take care of our customers’ finances, turning uncertainty into opportunity, so they can make the most of their international journey.”

HSBC’s international campaign has used the familiarity of food to seed a sense of belonging.