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Equus wins mandate for IDBI's retail foray

By , agencyfaqs! | In Advertising | February 06, 2001
On the threshold of entering the retail segment, IDBI Bank has mandated Equus Advertising to handle a retail-centric branding exercise

agencyfaqs! News Bureau
MUMBAI

In a run up to its planned entry into retail banking, IDBI Bank has mandated Equus Advertising to handle a retail-centric branding exercise. Equus has been awarded the business following a branding pitch, which it won against Fortune, HTA's financial services agency. Incidentally, IDBI's advertising business, per se, is with Fortune.

Speaking to agencyfaqs!, Swapan Seth, deputy chief executive officer, Equus Advertising, said, "Equus has configured an entire new look for the brand, to give it a sprightly new feel. This was done so as to ensure that the retail avatar of the brand looked distinctly different from the parent entity."

Swapan also revealed that IDBI "has some rather large plans in the retail space" and said that he is happy to partner the bank and "create a look and feel that shall stand out in the retail space". Apparently, the entire branding exercise that Equus has structured is a culmination of a month-long research that was conducted amongst IDBI consumers and staffers.

While Swapan did not reveal the size of the account citing confidentiality, he said that it was "significant" and that it was a "hugely prestigious assignment". He added that a large branding exercise for the IDBI brand is set to break shortly.

© 2001 agencyfaqs!