South Indian Bank positions itself as a modern tech-savvy bank in its latest campaign

South Indian Bank (SIB) recently launched a nationwide multimedia campaign, titled ‘Trust meets tech since 1929’. Through this campaign, SIB is trying to position itself as a modern, tech-savvy bank.

The campaign aims to target the youngsters. “They’re the new consumers we’re looking at,” says Azmat Habibulla, chief marketing officer, SIB.

“When it comes to the millennial audiences, we need to understand the way we speak and think, which is vastly different from the earlier generation. The way the younger generation consumes content today, is quite different. Hence, a marketing initiative or a brand with a purpose, would appeal to them.”

The campaign uses the metaphor of sports car racing to communicate the bank’s strength – it uses state of the art banking technology and blends it with its ethos of ‘Legacy and Trust’.

The campaign will be released in multiple languages across India, and digital will be the primary communication medium.

Speaking about the marketing strategies, Habibulla shares, “Our communication and marketing strategy has undergone a significant change with a huge focus on digital and technology enabled marketing. personalised and responsive content, product positioning focussed on user persona and preferences, customer nudges through communication channels. We are constantly adopting tools which enable personalisation at scale and are increasingly present in a host of new age media."

SIB is using technology for its digitally-savvy customers. “In the last few years we have started pursuing data driven campaigns using analytical models like predictive analysis, propensity analysis  for our campaigns."