Currently, kids seem to cast an aggressive force when designing the theme of any product's branding technique. Consequently, Bank of Baroda too has decided to follow suit.
Themed around Children's Day, the bank launched an innovative print campaign on November 15, 2012 calling for entries for a drawing competition for children ranging from class six till standard 12.
The campaign, launched in the Times of India in Delhi, was broadly divided into two sections wherein the first piece was a teaser that said, 'Join the dots and discover your new orange friend'.
With an aim to familiarise children with Bank of Baroda., in this slice, children had to connect the dots that would form the bank's orange mascot.
In the second segment, when one turned the overleaf, a quarter page advertisement showcased the invite for entries for the drawing contest. In this, it said that for the contest, children between class six and nine need to paint the Bank of Baroda mascot celebrating any festival while for children between class 10 and 12, the requirement was to paint the mascot promoting a social cause such as saving water and trees, amongst others; and yes, the winner would be awarded a certificate from the bank.
It is pertinent to note here that it is for the first time that Bank of Baroda has decided to interact with children thorough its 'differentiated' campaign. The brand intends to engage with it consumers through an extensive print campaign across India to spread awareness among children on banking facilities.