The bank's creative mandate was earlier handled by Jelitta Publicity, which handled creative as well as media duties for the brand till a year ago. Now, Maxus handles the bank's media duties outside Kerala, while Jelitta takes care of media requirements within the state.
Black Swan India will handle creative and branding solutions for the bank. It will not only help in product design and development but also overall communication strategy of SIB. Although the bank currently uses television and outdoor media to promote brand SIB, it now intends to scale up activities in the digital space. In fact, SIB's next campaign will be launched in the new financial year.
Dr V A Joseph, managing director and CEO, South Indian Bank, says, "Black Swan India understands what South Indian Bank stands for and creates communication solutions based on meaningful insights on regional markets."
Abraham Thariyan, executive director, South Indian Bank, adds that as brand SIB is gearing for the next level of growth, it felt the need for focused communication.
According to Raman P Namboothiri, founder and managing director, Black Swan India, the bank has clearly defined communication goals. Therefore, it would be exciting to work with the brand.
South Indian Bank is a scheduled commercial bank with 800 branches pan India. Malayalee movie star Mammootty is the bank's brand ambassador and has featured in a few of its television commercials, which have worked well for the brand.
Black Swan India, which was set up two years ago, provides strategy and creative solutions. The agency plans to start its first branch office in Bengaluru, this year. Some of its other clients include Madhyamam Daily, MediaOne Channel, Salim Associates Builders & Developers, Best FM (Asianet Radio), Impex, Allieds Lifestyle, E-Power Industries and Rapol Saniplast.