Page 39 - Demo

CORPORATE OVERVIEW
enhancinG UndeRStandinG on SaFe BankinG
We are enabling the safety of our customers by training them on security features for secured transactions in ATMs, internet or mobile banking
or opening an account online. During the year, our Safe Banking video garnered over 4 Million views.
tutorial videos on banking
our aim is to familiarise customers with the basics of banking. the videos we develop encourage customers to adopt digital banking processes that include opening and managing an online account, making digital transactions, availing
of loans alongside using the mobile banking application effortlessly. These videos
are part of our product and brand awareness programmes and help start conversations around our brand.
Badhte LoGon ka Badhta Bank
The 360-degree marketing campaign positioned us as a progressive bank for reform-oriented people and
was designed to fortify our IPO.
The response received during our IPO is a testimony to the success of the campaign.
ceLeBRatinG a cULtURe oF FeStivitY
Festivals and their vibrant celebrations are synonymous with India. At the Bank, this messaging is designed to blend with Indian festivities by way of on-ground marketing campaigns on national holidays and days
of social significance, such as International Women's Day, Father’s Day, among others.
During the year, we deepened
our recall in Kolkata through the annual ‘Durga Pujo’ celebrations
in association with Ei Samay, a Bengali daily. We were a part of the Times Pujo Barir Shera Pujo, and Times Sharad Shreshtha campaign and reached over 1 Lakh people in the ‘City of Joy’.
LendinG a heLpinG hand
It is important that our interactions with senior citizen clients reflect the added sense of responsibility and ensure that their savings continue to grow with us. Our life-events-based banking services encourage them
to update their nominee to ensure that access to banking remains seamless in future. We connected with over 30,000 senior citizens during the year, assured them of our unwavering commitment and sought their blessings in our endeavours.
CREATINg TOP-OF-THE-MINd RecaLL
Consumer insight is critical for us to deliver on expectations year on year. In a survey we found that currently, 33% of respondents among the aspiring Indian middle class were aware of our Bank and brand.
Our public relations initiatives strengthened our leadership presence in terms of ‘share of voice’ among SFBs, in the print and online media. Our corporate philosophy
is guided by authentic storytelling, which is intricately intertwined with the Bank’s purpose. Our customer engagement initiatives won us a feature in the February 2020 edition of The Economist.
inward communication and response
internal marketing forms a crucial link in our branding strategy. at the Bank, we consider our people as
our ‘internal customers’.
We communicate to them about our new offerings to gauge their response before introducing them to our ‘external customers’.
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