Mumbai: YES BANK, India’s fourth largest private sector Bank, has unveiled a comprehensive 360 degree campaign for Savings Account, Current Account and Fixed Deposits, focusing on the evolving needs of aspirational consumers who want to grow, aim for progress in life and not settle for anything less.
The campaign includes TVC, Print, Out of Home, Digital and Social media advertising. Conceptualized by Triton Communications, the integrated campaign kicked off with a lighthearted TVC. The campaign will be promoted across important Business and General news Television channels through two TVCs on Savings Account and Current Account offerings. YES BANK’s Green: Future Deposit product would also be seen on Television through shorter creatives. The campaign would be further supplemented by impactful Print, Out of Home, Digital and Social media advertising.
The campaign has been strategically launched at a time when YES BANK is at an inflexion point of its growth journey and Retail Banking plays an instrumental role in propelling this further. With a full retail product suite, YES BANK is poised to growat an accelerated rate. This campaign complementsthe previous brand efforts to make YES BANK the preferred Bank of choice for its customers.
Speaking about the campaign, Rana Kapoor, MD and CEO, YES BANK, said, “This significant campaign is synergistically aligned with the 14th Anniversary and the Large Phase of the Bank, which is driven by sustained growth in the Retail Banking businesses. YES BANK’s superior offerings on Savings Accounts, Current Accounts and the innovative Green: Future Deposits are certain to deliver greater value to our valued customers.”
Explaining the campaign, Rajat Mehta, Senior President & Head – Retail Marketing and Brand Management says, “YES BANK is a positive and optimistic brand and this campaign highlights the aspirations and ever growing progress of Indians. It further embellishes the INDIA bole YES!positioning of the brand, which is a salute to the indomitable spirit of the people of our nation. Through this 360 degree campaign, we aim to highlight the positive transformation that the consumers are seeking and YES BANK’s role as a trusted partner in this journey.”
The launch of this YES BANK consumer centric campaign is a testament to the strong retail products proposition of the Bank to provide best in class interest rates and future ready digital solutions. The campaign aims to create an instant connect with the customers as it showcases the youth’s endeavors in order to succeed and the fact that they will stop at nothing to achieve the goals they aspire for.
The narrative of the TVC for Savings Account is anecdotal and in a very jovial manner compares and contrasts the different ways in which people approach things in their everyday lives and how these small activities set them apart from one another, making one group successful and the other laggards. The mention of YES BANK’s higher than peers’ interest rates ties in perfectly with the messaging of the TVC. Just as fast paced growth is important to youth today, similarly YES BANK believes in providing better and higher returns to its customers
Virendra Saini, Executive Director, Triton Communication, adds, “For an aspiring nation that believes impatience is a virtue, for a nation that wants to turn its dreams into reality ‘today’ and won’t settle for anything less than the best, YES BANK, with its best-in-class products, services & technology, aims at giving more to its customer. This is exactly what we have tried to portray in the new communication, to strengthen the brand’s connect, with its customers”
Link to the campaign- https://www.facebook.com/YESBANK/videos/10155391563302610/
Client: YES BANK
Agency: Triton Communications
Creative Director and Scriptwriter: AtulPurohit
Business & Branch Head: Virendra Saini – Triton Communications
Account Management: Paramjit Singh Talwar, Mariam Jhabuawala
Production House: AumSai Productions
Producer & Director: Raju Desai