YES BANK has launched an integrated campaign called Saath Mein Baat Hai to raise awareness of their YES Family family banking offering.
Yes Bank, Limited is an Indian private sector bank headquartered in Mumbai, India, and it was found by Rana Kapoor and Ashok Kapur in 2004.
It offers a wide range of differentiated products for corporate and retail customers through retail banking and asset management services. On 5 March 2020, in an attempt to avoid the fall down of the bank, which had an excessive amount of bad loans, the Reserve Bank of India (RBI) took control of it.
RBI later rebuild the board and named Prashant Kumar, former chief financial officer and deputy managing director of State Bank of India, as MD & CEO of Yes Bank, along with Sunil Mehta, former non-executive chairman of Punjab National Bank, as Yes Bank’s non-executive chairman
The high-visibility, pan-India campaign, which promotes togetherness and family solidarity, is being promoted across the country using a mix of outdoor, radio, and internet media to reach a larger, yet more localized audience.
It emphasizes the financial and other benefits that the YES Family initiative may provide to families.
“The campaign’s messaging around family harmony is crafted to resound throughout mass media,” Jasneet Bachal, Chief Marketing Officer, YES BANK, said of the launch.
Saath Mein Baat Hai is aimed to get consumers, both adults and youngsters coming of age, to talk about what families can do when they come together and work as one through the use of carefully selected media platforms.
While radio will assist to localise this message, social media influencers will create family-centric conversations, bringing the message to a wider audience and allowing them to participate in a social media contest, which will generate excitement and engagement with the brand.
As a reinforcement of the message, the victors will be rewarded with an outdoor exhibition of their family photos.
Saath Mein Baat Hai is visible in outdoor venues throughout 17 important markets as part of an integrated campaign. It’s also being broadcast on more than 40 radio stations across key cities, with programming integration between radio stations under the YES Family and YES BANK umbrella.
On social media, it’s enlisting the help of 50 micro-influencers, including actress Bhumi Pednekar, actor Siddhant Chaturvedi, and actress & content creator Barkha Singh, to help promote the YES Family product and encourage consumers to participate in a user-generated content-based social media contest.
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