Euro RSCG Advertising has won the Bank of Baroda Centenary campaign account. The campaign, which would reflect the bank’s pride and good image, will commence as the celebration on the 100th anniversary begins. The agency has already designed a new logo for the bank.
Mudra, O&M, FCB Ulka and Lintas Personal and Interpublicity were the other agencies that had also pitched for the campaign.
“We are proud to be part of this milestone of Bank of Baroda. The bank has seen dramatic and positive change over the last few years and our task with the centenary campaign was to continue the forward momentum,” said Suman Srivastava, CEO, Euro RSCG.
Srivastava explained that his agency needed an idea that would celebrate the centenary, and at the same time, make the bank’s customers feel proud about having a relationship with the bank. “I believe the creative business idea that we have come up with can work for Bank of Baroda not only in the centenary year, but for many years beyond that,” he said.
“Orange is Bank of Baroda’s corporate colour and we want to reflect the colour across towns and cities in India,” said Satbir Singh, National Creative Director, Euro RSCG.
Commenting on the media coverage, Singh further explained that a 360-degree marketing plan for the campaign would include press communications, television commercials, print ads and outdoor media. He said that the agency’s plan for the outdoor media was to have day-long interactive events, which would be covered live on radio and television.
Talking about his client’s reach, Singh said that the bank was one of the oldest in the industry and had 30 million customers across the country. He added that the bank had more than 2,700 branches in India and 60 branches overseas.
Dipankar Mookerjee, General Manager-HR and Marketing, Bank of Baroda, said that the bank had been working with Euro RSCG for quite some time now. He added that the agency best understood the brand and its creative route reflected the centenary spirit.