In order to drive the assets business communication, which is one of the key businesses for the HDFC Bank, it has awarded the creative account to Mumbai based Umbrella advertising.
Confirming the news, Ajay Kelkar, Marketing Head, Retail Banking, HDFC Bank, said, “Umbrella will be handling a part of our assets business, which is a key business for us. Not only through communication, but through proactive ideas, Umbrella has been adding value to HDFC Bank on an ongoing basis.”
Bhupal Ramnathkar, Director, Umbrella, said, “We went to HDFC bank with a new product idea and creatives. A product like this has never been marketed in the banking industry before. The result of this HDFC Bank awarded us with a part of their assets business and the product would be developed at a later stage.”
Adding on Ramnathkar said, “Umbrella specialises in bringing together the right talent for the right assignment. So when we decided to work on a project for HDFC Bank, we teamed up with Parveez Shaikh and Shalini Rawla.”
Though Euro RSCG is the bank’s main agency behind driving most of its communication, Umbrella will be the agency for the assets business, which includes car loans, personal loans, two wheeler and home loans. Again the account size could not be ascertained but all the client divulged is that it is a sizeable one.
The assets business is known to pick up during the festive season as maximum numbers of car loans, two-wheeler loans, etc. are taken during this time. The task at hand is to utilize the upcoming festive season to the maximum and ensure that the brand recall is high through out the year.
In case of HDFC Bank, print and outdoor would be the main drivers, while below the line media would also be employed.