JWT Bangalore has been assigned the creative duties of ING Vysya Bank following a multi-agency pitch. The business is estimated to be upwards of Rs 20 crore. Rediffusion DY&R is the incumbent agency. The client is still in the process of deciding on the media agency.
Confirming the development, Sonali Panda, Head-Marketing and Product, Retail, ING Vysya Bank, said, “We are looking at expanding our footprints in the Northern and Western regions of the country and through communication we want to increase our brand presence and visibility.”
She added, “We decided to go ahead with JWT as during the pitch they came up with a compelling creative plus they are a good bunch to work with.”
Rajesh Gangwani, Senior Vice President, JWT, said, “This is one of the biggest wins for us and a good start to the year. Our coherent 360-degree communication plan which we presented during the pitch based on the brief given by the client worked for us. Also, our team strength worked in our favour, which comprises clear thinking and passionate people.”
ING Vysya has a strong presence in South India and is now looking at expanding its reach in other parts of the country. That is probably the reason to call for a pitch. Till now, ING Vysya Bank has been active with BTL activities, especially with its brand associates be it Ricky Ponting or Anil Kumble, but now is contemplating on ATL communication too. The idea is to establish itself as a strong national player hence, the reason to be more visible and communicate the brand salience to a wider segment of the population.
After mapping the market, ING Vysya came up with an extensive research and the brief asked the agencies to present creative strategies for image building of the client. One of the elements that JWT focused on during its presentation was credibility, which is essential to build any brand in the banking sector.