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The size of the business is estimated to be around Rs 7 crore
Following a multi-agency pitch, RK Swamy/BBDO, Mumbai, has bagged the creative duties for IndusInd Bank. The size of the business is estimated to be around Rs 7 crore. Media Direction is the AOR.
Confirming this development to agencyfaqs!, Neeraj Sangani, AGM, client servicing, RK Swamy/BBDO, says, “IndusInd Bank is now aiming to grow its retail business. It plans to offer a number of customised products such as home loans, a Mahila credit card, bill payment facility, young saver accounts and senior citizen accounts. Therefore, our brief was to plan communication with the consumer as the focal point.”
Sangani adds, “A number of banks are offering similar products these days. Hence, the challenge is to position IndusInd Bank as a bank that understands and delivers what the individual customer is seeking.”
The current media mix for the campaign includes print and outdoor. However, the bank also plans to launch a TVC soon.
Suresh Pai, executive vice-president, IndusInd Bank, says, “We monitored the activities of a number of agencies before we called for an official pitch. Our stress was on both conception and creative thoughts. What appealed to us were RK Swamy/BBDO’s creative strategy and its practical execution.”
IndusInd Bank was launched in India in 1994. With a network of 115 branches, nine extension counters and 195 ATMs, the bank has an annual turnover of Rs 22,000 crore.
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