AU Small Finance Bank appoints Adfactors PR as Strategic Communications Partner

AU Small Finance Bank (AU SFB), India’s largest Small Finance Bank and among the first institutions in over a decade to receive in-principle approval from the Reserve Bank of India (RBI) to transition into a Universal Bank, has appointed Adfactors PR as its strategic communications partner.

As AU SFB’s pan-India communications partner, Adfactors PR will lead integrated communications across corporate reputation, leadership positioning, thought leadership, brand storytelling, and strategic media engagement. The mandate will focus on strengthening AU’s brand narrative, amplifying its growth story, showcasing its customer-centric and digital-first approach, and reinforcing its role in advancing a more inclusive banking ecosystem.

As AU SFB enters its 10^th year as a Bank and prepares for its next chapter of growth, strategic communications will play a vital role in reinforcing institutional trust, enhancing brand salience, and effectively articulating the Bank’s long-term vision, purpose, and aspirations to stakeholders across the country.

Commenting on the appointment, Sanjay Agarwal, Founder, MD & CEO, AU Small Finance Bank, said, “AU’s journey has been anchored in a customer-first philosophy, prudent growth, and a relentless focus on institution building. As we enter our next phase of growth and evolution, effective stakeholder communication will be critical to strengthening trust, enhancing brand salience, and articulating our long-term vision. Adfactors PR brings deep sector expertise and a strong track record in strategic communications, making them a valuable partner as we continue to expand our national footprint and shape the next chapter of AU’s journey.”

Commenting on the mandate, Madan Bahal, Co-founder and Managing Director, Adfactors PR, said, “AU Small Finance Bank has built a remarkable institution grounded in entrepreneurship, customer trust, and consistent execution. We are delighted to partner with AU SFB and look forward to supporting its growth ambitions through strategic counsel, impactful storytelling, and meaningful stakeholder engagement.”

The partnership will leverage an integrated, multi-channel communications approach spanning earned media, digital platforms, leadership advocacy, thought leadership initiatives, and emerging information ecosystems to strengthen AU SFB’s reputation, enhance brand visibility, and deepen engagement with key stakeholders, including customers, investors, regulators, employees, and the wider financial community.