At Rs 2,000 Cr, ICICI leads bank AdEx as HDFC ups spends by 70%

Compared to the previous year, publicity spends by banks in India has increased by 14%

by e4m Staff
Published: Aug 19, 2025 12:13 PM | 2 min read

Indian banks have collectively ramped up their advertisement and publicity spends to Rs 4,935 crore in FY25, reflecting a 14.2% rise over the previous year, according to annual reports. Over a two-year horizon, spends jumped 43.2%, while over five years, they have surged a massive 161.2%.

ICICI Bank topped the chart, investing Rs 1,952 crore in brand-building, up 14.5% year-on-year, 32.1% over two years, and 119.6% in five years. Kotak Mahindra Bank followed with Rs 1,009 crore, showing relatively modest 3.9% annual growth, but a striking 59.5% jump over two years and a staggering 732.4% surge over five years.

HDFC Bank ranked third with Rs 592 crore, witnessing the sharpest short-term growth — 71.2% YoY, 150.8% over two years, and 504.4% over five years.

State Bank of India (SBI) spent Rs 509 crore, but unlike private peers, saw a 4.3% decline in the last year. However, it maintained positive growth over longer periods: 57.5% (two years) and 106.8% (five years).

Among public sector lenders, Bank of Baroda allocated Ra 226 crore, up 26.6% YoY, though longer-term growth was muted (17% in two years, 9.5% in five years). Canara Bank spent Rs 143 crore, rising 6.4% in one year, 11.1% in two years, and 321.4% over five years.

Union Bank’s outlay of Rs 124 crore reflected a 12.9% decline year-on-year, but still registered 5.8% growth in two years and 111% in five years. Punjab National Bank (PNB) matched Union Bank with Rs 124 crore, marking 32.4% YoY growth, 26.1% over two years, and 57.9% in five years.

Axis Bank allocated Rs 122 crore, up 12.7% in one year, though it dipped 15.4% over two years and managed only 8.4% growth in five years.

Smaller spends came from Indian Bank at Rs 44 crore with a robust 44.3% annual growth, 59.5% in two years, and 400.6% in five years, while Bank of India invested Rs 40 crore, up 3.6% YoY, 41% over two years, and 57.3% across five years.

The data highlights the growing marketing push by private banks, with HDFC and Kotak Mahindra showing the steepest multi-year climbs, while state-owned peers exhibit more mixed trends.