YES Bank says #YESToYoga

To mark International Yoga Day, YES Bank has come up with three witty films, linking yoga and banking

e4m by exchange4media Staff
Updated: Jun 21, 2018 5:27 PM

#YESToYoga is YES BANK’s latest content marketing initiative for YES Community on the occasion of International Yoga Day. YES Bank is conducting yoga sessions across all YES BANK branches on the occasion of Yoga Day, championing the cause of yoga and its contribution to good health.

To supplement its branch marketing activity, and to create larger awareness and buzz around this initiative by the bank across digital platforms, 3 special films are being launched. The objective of the campaign is to deliver a banking + yoga connect, through video, which is one of the most widely consumed content formats currently.

The campaign hinges on a simple insight of financial health, and how it’s equally important as physical health. And just like yoga is great for the physical health, you need a trusted advisor/partner to ensure that your financial health is great as well. Delivered through the humour route, the films portray typical investment/banking fallacies made by consumers, and essentially communicate financial mistakes to avoid.

These films have been released across all key social networks such as Facebook, Twitter and YouTube.

Rajat Mehta, Senior President, Marketing & Corporate Communication, YES BANK, said, "Yoga is a part of India’s rich heritage, and has truly captured the mindshare of millions of people in India and also globally. On the occasion of International Yoga Day, YES BANK is proud to engage with all its stakeholder community through specially curated #YESToYoga campaign across all 1,150 branches pan India as well as on social and digital media. The focus of these YES Community events is to help achieve a healthier mind, body and soul."

"Further, given our strong Social Media & Digital presence, we have also launched a digital campaign underscoring how sound financial planning and secure banking practices are as important as health & wellness. With Yoga as a backdrop, the 3 films also highlight, with a touch of humour, how people need to be more prudent about their banking practices. We see excellent traction and engagement on this campaign, and will be yet another important step in our objective of meaningfully engaging with all our stakeholders," he added.

Credit list:

Client: YES Bank

Client team: Rajat Mehta, Parag Murudkar, Sakshi Pahwa, Ipsita Tripathy

Agency: Juicy Burger

Agency team: Parag Gandhi, Amit Acharekar, Rohit Gite, Cheraag Billimoria, Ashutosh Jaiswal

Director: Deepti Nagia

Production House: Momomoto Films

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