Mumbai, September 5, 2025: As part of its annual festive initiative, YES BANK has launched the latest edition of its NRI Homecoming campaign, designed to meaningfully engage with Non-Resident Indians (NRIs) during the peak “homecoming season.” This is a time when many NRIs return to India to celebrate traditional festivals with their families.
Focusing on digital visibility, product-led messaging, and cultural connection, the campaign aims to showcase the bank’s exclusive offerings for NRIs through storytelling that merges emotional appeal with tangible product benefits.
At the heart of this year’s campaign is the ‘Zero Means More’ proposition, highlighting the core benefits of the YES NRI Savings Account for New-To-Bank (NTB) customers:
- Zero forex markup on USD remittance
- Zero banking charges
- Zero cross-currency markup on international debit card transactions
Rooted in themes of warmth, celebration, and abundance, the campaign brings alive the emotional and financial advantages of banking with YES BANK. One of the major regional highlights of the campaign was the Onam celebration, used as a cultural anchor to drive the theme forward.
“As a Pan-India bank, we celebrate local traditions, regional flavours, and festive moments deeply rooted in family values alongside our customers. Staying true to our ethos of Life Ko Banao Rich, we go beyond banking by becoming part of their everyday lives, transforming product features into meaningful benefits that enrich their journey, while crafting conversations with the power of GenAI,” said Nipun Kaushal, Chief Marketing Officer and Head CSR, YES BANK.
Target Audience & Approach
The campaign is strategically tailored to reach:
- Working professionals settled abroad
- Seafarers
- Parents of students studying overseas
- NRIs investing in India
Leveraging Generative AI (GenAI), YES BANK has scaled its festive storytelling through advanced visual and motion treatments while maintaining creative consistency. The storytelling approach balances emotional connections—such as family and tradition—with functional benefits like cost savings.
Performance Highlights
- Over 27.5 million impressions across targeted NRI audiences in the US and GCC regions
- More than 8.7 million impressions via vernacular outreach
- Over 18 million video views with an exceptional View-Through Rate (VTR) of 74%, exceeding the planned benchmark of 33%
- Strong resonance among 25–44-year-olds, underlining its appeal to younger global audiences
ATL & Customer Touchpoints
- Featured on 1300+ ATM and CRM screens, plus digital signage at YES BANK House and 12 regional offices
- On-ground mall activations in Trivandrum (Lulu Mall) and Kochi (Forum Mall) drew 300+ visitors and generated 120+ leads in just three days
- Festive engagement is ongoing across NRI-focused branches, extending through Navratri and Diwali
