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Tag: Dinesh Menon

  • The campaign aims to reach out to aspiring home owners

    SBI says #HoSaktaHai for its latest home loans campaign

    By A Correspondent

     

    State Bank of India has launched a new multimedia campaign titled ‘#HoSaktaHai.’ The campaign – created by Rediffusion – aims to reach out to aspiring home owners with a slew of innovative solutions.

     

    Speaking on the campaign, Dinesh Menon, Chief Marketing Officer, SBI said: “While home loan is a highly involved product category, most advertising in the category lacks adequate engagement and appeal from a communication perspective. Hence, it was important for us to not only ensure the brand story gets heard but discussed and recalled as well, amidst all the clutter and fragmented media consumption.  We are delighted at this bunch of films which have a poetic charm to them and are certainly clutter breaking.  We adopted a digital first approach and are happy to see that it has resonated well with different target audiences each piece of communication has been designed to address. We are optimistic this campaign will certainly augur well for our home loans business and stir some category conversation.’’

     

    Added Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion: “While the intention was to be different and clutter-breaking, we focused on bringing alive the constraints faced by aspiring home buyers. Very often they don’t take the plunge because they don’t have a loan option that suits their specific challenges. It was refreshing to have the client not just demand, but also back a brave idea to the hilt.”

     

    Said Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion: “This campaign is all about the strange ‘mathematics of emotion’. We are promoting something like home loans which are worth lakhs and crores, with small, inexpensive objects like dancing dolls and toy elephants that cost just a few hundred bucks! But these inanimate objects are what people dream of decorating and enlivening their new houses with. And this is where emotion trumps mathematics by loosening the purse-strings, by tugging at the heart-strings!”

     

     

  • The account will be managed out of the agency’s Mumbai office and will be led by Navin Kathuria, EVP and Principal Partner, DDB Mudramax

    SBI appoints DDB Mudramax as Media AoR

    By A Correspondent

     

    Following a rigorous multi agency pitch, State Bank of India (SBI), India’s largest bank and a Fortune 500 company, has appointed DDB Mudramax as the sole media agency for its nationwide media duties.

    The account will be managed out of the agency’s Mumbai office and will be led by Navin Kathuria, EVP and Principal Partner, DDB Mudramax.

    Said Dinesh Menon, CMO, State Bank of India: “We at SBI are committed to providing innovative financial solutions to our wide base of customers and prospects. We needed an agile strategic media partner who can work closely with our brand marketing team to facilitate greater consumer traction for our brands. Our esteemed agency evaluation panel felt that DDB Mudramax can help us unlock our true potential.”

    Added Sathyamurthy Namakkal, President, DDB Mudramax: “We have been associated with SBI for several years as one of their empaneled agencies. With this mandate to be the sole Media AOR, we are now entrusted with more responsibility to grow our relationship to the next level. We look forward to some business impact solutions through interesting customer initiatives”.

     

     

     

     

  • The bank has consolidated its strategic advisory and creative services mandate with Rediffusion Y&R

    Rediff bags State Bank mandate

    By A Correspondent [updated]

     

    State Bank of India has consolidated its strategic advisory and creative services mandate with Rediffusion Y&R. The mandate was until now handled by a seven-agency panel. The agency, it is said, won the mandate following a rigorously contested pitch, which lasted four months and saw several top agencies of the country competing.The mandate includes supporting brand and marketing communications of SBI and its portfolios with strategic and communication planning, messaging development and execution.The mandate will be handled by the agency’s Mumbai office, and will include full-service creative responsibilities encompassing retail, ATL and BTL communication.

     

    Said Dinesh Menon, Chief Marketing Officer, SBI:  “We are delighted to engage with an extremely passionate bunch of people at Rediffusion. We are confident that this partnership will further strengthen our endeavour  to enhance the quality and focus of our marketing communications.Their appreciation and deconstruction of the pitch brief, articulation of the marketing challenge in a very lucid manner combined with some of the ideas shared left a good impression on the panel.”

     

    Added Dhunji S. Wadia, President, Rediffusion Y&R:  “This is the biggest pitch, so far, this year.  But more than size it is the iconic status of SBI and the pride of our association with them.  Our pitch focus was on how we can make the bank’s imagery more contemporary and youthful, to ensure a better connect with the millennial youth, without alienating any of the their vast target segments.  And that is not an easy task for a bank that’s almost two hundred years old! But I think we had a very interesting approach to how the new-age audience can connect with this ageless bank – and I think that’s what made the difference in the end.”

     

    Said Rahul Jauhari, Chief Creative Officer, Rediffusion Y & R on the win: “To work on a brand that touches more lives than most brands do, is a challenge creative people actively seek. The sheer scale of the task at hand is inspiring and humbling. Our team at Rediffusion is more than delighted to handle the brilliant canvas of opportunities that SBI presents.

     

     

  • The NRI service by SBI include instant fund transfer, loan credit against fixed deposits, home and car loan application, among many others

    SBI exhibits benefits of its NRI banking services in latest campaign

    By A Correspondent

     

    Given the Indian diaspora being the largest in the world with over 15 million Indians living abroad, according to a United Nations survey in 2017, State Bank of India and its agency DDB Mudra have unveiled a new campaign.

     

    Said Dinesh Menon, CMO, SBI: “Communication of NRI services have mostly been centered around a bank’s international network / presence and the range of services a bank provides. So, it’s largely been at a very rational level.

     

    Added Shagun Seda, Group Creative Director, DDB Mudra West: “Everybody knows what SBI does, but what people don’t know is the subtle ways in which it touches our life and makes it easier. This becomes even more evident when you are working and living abroad. So instead of selling the NRI services to customers, we sold them a relatable family, a tricky situation and then everything else just fell into place.

     

     

  • The intent of the campaign is to promote the ease of cashless transactions via various facilities of SBI

    SBI propagates benefits of going cashless with DDB Mudra

     

     

    State Bank o India SBI has been offering different modes of digital payments even before demonetisation. It introduced ‘State Bank Buddy’, a digital wallet in August 2016.Given its ambition of a cashless society across the nation, the concept of #CashKiAadatBadlo was conceived by DDB Mudra West. The intent of the campaign is to promote the ease of cashless transactions via various facilities of SBI and thus to make cashless transactions a habit for every SBI account holder.

     

    The campaign #CashKiAadatBadlo is being led by three TVCs which have also transpired on the digital medium. The campaign also consists print activation over the coming months. The three 20-seconder films showcase SBI’s various digital/ cashless products namely State Bank Buddy- a mobile wallet, State Bank Debit Card, and SBI Pay. The films pull a slice of life and take the viewers through various real life situations where people can adopt to cashless mode of payments, which are simple and safe, for all their daily needs and change their habit.

     

    Speaking about the campaign, Dinesh Menon, Chief Marketing Officer, SBI said, “Given its stature and responsibility the SBI brand carries with it, it was only natural that the brand took the initiative of being the harbinger of change in the backdrop of demonetisation. The #CashKiAadatBadlo campaign is an effort to encourage people to adopt SBI’s digital payment solutions such (SBI Buddy and SBI Pay and Debit Cards) by communicating its simplicity and safety of use. Through this campaign we intend to bring about a pre-disposition to adoption of digital currency among those consumer segments that are habituated to using cash. Early feedback has been encouraging, both from an awareness and response perspective. This campaign has also generated most engagement with Twitter users as rated by the Brand Equity ‘Twitter index’.”

     

    Talking about the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group added: “Post demonetisation, cashless economy is becoming the order of the day and is impacting everyone in a variety of ways.  SBI’s various offerings are a great aid to the consumers across the country for carrying out the day to day transactions. With this campaign, we intended to drive home the ease and comfort of doing cashless transactions with SBI’s various digital products through simple, to the point communication that is informative and engaging at the same time.”