Centurion Bank of
Punjab has roped in Leo Burnett's below-the-line agency, Arc, to handle its branch banking, wealth management and credit card business. It has hired Linterland to handle its retail assets business. The other agencies that took part in the pitch process are RMG Connect and OgilvyOne. Earlier, the advertising was handled in-house by the bank.
Vivek Vig, country head, retail banking, Centurion Bank of Punjab, says, "Arc has impressive credentials and a good management team in place. Linterland, on the other hand, has a strong hold over the masses, especially in the urban and semi-urban areas, which constitute our TG."
Centurion Bank of Punjab, which has over 205 branches across India, recently forayed into the credit cards business with the Miracle Card, which is a joint card of the bank and the NGO, The Art of Living. As per this card, the loyalty points on every purchase get redeemed in favour of The Art of Living. Arc will help design and market the card.
Romit Mitra, director, integrated marketing services, Arc, says, "We will help the bank across all our pillars - direct marketing, Internet marketing, promotions and events and interactive marketing."
Arc has been put in charge of formulating customer acquisition strategies, credit card programmes, design activities and product launches. Occasionally, above-the-line media such as print will also be used, again facilitated by Arc.
For the record, Centurion Bank and Bank of Punjab recently merged together to form Centurion Bank of Punjab.
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