Yes Bank has selected Triton Communications as its principal communication agency, while Alok Nanda & Company (ANC) has won the design mandate from Yes Bank. The selection was done through a multi-agency pitch comprising Ambience Publicis, Grey Worldwide, ANC and Triton Communications.
Ali Merchant, Founder-Director, Triton Communications, expresses, “For us, this win has a very special place because the Yes Bank brand-name was suggested by Triton. Having suggested the name it is fitting best that we also be the caretakers of the brand. It’s like a homecoming.”
He adds, “This win reiterates our faith in the investments we have made in both the creative and strategic departments under Renton D’Sousa and Yateesh Srivastava. For us, the Yes Bank business is a foundation on which we will base our aspirations for new businesses in the rest of the year.”
Meanwhile, ANC would work towards strengthening the brand experience at retail and corporate levels. ANC will also work with Yes Bank’s HR department to effectively communicate the intrinsic brand values of the ‘Yes’ brand among the rapidly expanding Yes Bank team.
Nanda, Managing Director, ANC, elucidates, “We are proud to have won this prestigious mandate to develop designs for a positive and vibrant brand like ‘Yes’, which has a variety of connotations. Yes Bank’s offices and retail branches are being benchmarked to international standards of design, style and excellence. We will be drawing in our extensive experience in retail design projects for prestigious brands – both in India as well as abroad to create distinct image for Yes Bank’s properties to attain the desired positioning.”
Commenting on the development, Rana Kapoor, Managing Director, Yes Bank, says, “In Triton, we saw the desire and burning ambition to help set our dream off the ground. Sound strategic process backed by outstanding creative and a young and charged-up team cemented the chemistry.” And, as for awarding the design mandate to ANC, he expresses, “We are working with the best-of-breed partners to establish a high quality, technology-driven, state-of-the-art private Indian Bank catering to ‘emerging India’. Our entire retail network and infrastructure, including bank branches and ATMs are being specially designed to provide an experiential touch and increase the bank’s intimacy with its customers. We will provide our customer a truly delightful banking experience with simplicity, totality and empathy in every step.”
Yes Bank is expected to be launched in the last quarter of the year. The size of the business is expected to be in the region of Rs 5 crore in the initial phase.