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Marketing and Branding

With a sharp focus on authenticity and trustworthiness, our marketing efforts aim to cultivate a genuine brand image of the Bank. Through a strategic approach and well-defined branding channels, we have successfully enhanced our communication with stakeholders, fostering stronger connections and consistency.

During the year, we have used an ideal mix of media to ensure maximum visibility of the bank’s brand and products. The main line as well as digital media were explored so that all segments of customers could be targeted. Geo-tagging and parameters including age, income, gender and so on were employed to reach our messages to the targeted group efficiently and costeffectively. The social media handles of the bank were also used to promote products as well as push secure banking messages.

Key highlights for FY23

  • Innovative Skybus branding in newspapers showcased our milestone achievement of ₹ 1.25 Lakh Crore in total business.
  • Consistent repeat ads in financial dailies encouraged the payment of GST and other taxes through our portal.
  • Prominent magazines in Tamil, Telugu and Kannada highlighted our Term Deposit products with higher interest rates.
  • A month-long radio campaign promoted our Agri Jewel Loan product across Tamil Nadu, Andhra Pradesh, and Telangana.
  • Utilised television advertising on festival days to promote the Dlite app and Retail Loan products in Tamil Nadu, Andhra Pradesh, Telangana, and Karnataka.
  • Achieved additional deliverables through co-sponsorship of highlighted programmes on television.
  • Sponsored the music reality show Saregamapa on Zee Telugu for 4 months, including 16 episodes and a grand finale.
  • Conducted branding campaigns at Chennai and Coimbatore airports to showcase MSME products, term deposit interest rates and tax payment facilities.
  • Leveraged lift doors at all 32 stations of the Chennai Metro to highlight our competitive interest rates for term deposits.
  • Continued exclusive branding at Karur Railway Station for the third year.
  • Utilised Public Relations as a costeffective medium to showcase major highlights and achievements of our Bank.
  • Engaged social media platforms to systematically promote our products and services to our target audience and followers.

Followers as of March 2023

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