Triton appointed creative agency for YES Bank; ANC gets design mandate

Following a multi-agency pitch, Triton Communications, Mumbai, has clinched the advertising account of YES Bank. And while Triton has been appointed as the lead creative agency, Alok Nanda and Company (ANC) has won the design mandate from the bank. Apart from Triton and ANC, the agencies in the fray for the creative business included Ambience Publicis and Grey Worldwide. The size of the business is in the region of Rs 5 crore.

A thrilled Ali Merchant, director, Triton Communications, says, "This win has a very special place in our hearts because the YES Bank brand name was suggested by Triton. Having suggested the name, it is only fitting that we become caretakers of the brand as well. Its like a homecoming."

Enumerating the factors that worked in Triton's favour Rana Kapoor, managing director, YES Bank, says, "In Triton, we saw the desire and burning ambition to help get our dream off the ground. Sound strategic processes backed by outstanding creative and a young fired-up team cemented the chemistry. We are keenly looking forward to working with Triton as we evolve our positioning as a state-of-the-art modern Indian bank and the related communication package over the next few weeks, prior to our launch in the last quarter of the year."

According to Jayesh Ravindranath, executive director, Triton Communications, the agency's knack for creating brands is what gives the agency an edge over others. "Triton's strength has always been in the area of creating brands - Aquaguard, Fortune, Moov, Sandpiper and Zingaro being recent examples. We are excited by the opportunity provided in creating a brand in the competitive and crowded financial sector."

For design and corporate identity, YES Bank has joined hands with ANC. The agency's work would include translating the brand experience at the retail and corporate level. ANC will also work closely with YES Bank's human resource department to effectively communicate the intrinsic brand values of the YES brand among the rapidly expanding YES Bank team.

Elated with the win, Alok Nanda, managing director, ANC, says, "We are proud to have won this prestigious mandate to develop designs on a positive and vibrant brand like ‘YES', which has a variety of connotations. YES Bank's offices and retail branches are being benchmarked to international standards of design, style and excellence. We will be drawing on our extensive experience in retail design projects for prestigious brands both in India as well as abroad to create a distinct image for YES Bank's properties to attain the desired positioning."

To which Kapoor adds, "We are working with the best-of-breed partners to establish a high quality, technology-driven, state-of-the-art private Indian bank catering to ‘Emerging India'. Branch banking is a vital component of our business plan in order to create distinct mindspace and a superior delivery platform among customers. Our entire retail network and infrastructure, including Bank branches and ATMs, are being specially designed to provide an ‘experiential touch' and increase the bank's intimacy with its customers. We will provide our customer a truly ‘delightful banking experience' earmarked with simplicity, totality and empathy." © 2004 agencyfaqs!