O&M has bagged the creative duties of IndusInd Bank following a multi-agency pitch. The agencies in the fray included JWT, Rediffusion Y&R, Saatchi & Saatchi and Mudra. RK Swamy BBDO is the incumbent agency. It is learnt that IndusInd Bank plans to spend close to Rs 40 crore in the coming financial year on advertising and other visibility initiatives.
Speaking on the Bank’s brand building plans, Romesh Sobti, MD & CEO, IndusInd Bank, said, “The Bank has focused on its brand building programme since last year. This financial year, the branding initiatives will gather momentum and we wanted some fresh thinking on the brand. I’m extremely pleased to announce our association with Ogilvy & Mather and I’m sure they will help us take our brand to newer heights.”
Commenting on the win, Piyush Pandey, Chairman, O&M India, said, “We are really excited about working with IndusInd Bank and are all geared up to reposition the brand and do some path-breaking work. It will surely be a challenging task, but we are all excited about the new mandate of transforming the Bank’s image into a young, dynamic and responsive brand.”
Since the new management took charge two years ago, IndusInd Bank has shown a robust turnaround and emerged as a much stronger private sector bank. Significant changes in the branding and image of the Bank have taken place during the last two years. Now that growth is apace, it will also undertake a major change in its image so as to emerge as a young, energetic and responsive bank.
Meanwhile, IndusInd Bank has lined up a slew of branding activities in the coming year as it seeks to capture a greater share of the customers’ mindspace. The Bank currently has its advertising campaign on air, which features Omi Vaidya and Shruti Seth. Directed by Imtiaz Ali, the three-ad series talks about three service propositions of Online Payments, Mobile Alerts and Ready2Use Savings Account kit.