YES BANK: Banking On Engaging OOH

With the intention to pay tribute to the spirit of optimism and confidence sweeping across India consumers, Yes Bank recently unveiled a high decibel outdoor campaign in its key markets of Delhi and Mumbai, as well as 12 high traffic airport locations, involving inventive and aesthetic formats of the medium. The campaign focuses on the new age Indian consumer who symbolises a rising and evolving India.  Crafted by Mumbai based Triton Communications, the campaign has been rolled out by Star OOH. The campaign rolled out in 14 cities, spread across transit media, BQS and airport translites and is expected to be live for the long term, ensuring higher visibility and OTS leading to improved recall for the Bank.

Shedding light on the campaign thought, Rajat Mehta, President & Country Head, Brand, Retail and Digital Marketing, Yes Bank, commented, "India is a nation of great potential, which has emerged as a global force to reckon with. In the recent times, the nation has risen to the opportunity of charting its own destiny. We are willing to meet challenges head on with the confidence of coming out as winners.” This inference is backed by the Nielsen Global Consumer Confidence Index Report for Q2, 2015 which has pegged Indians as the most optimistic set of people across the world.

The campaign has been implemented across various inventive formats such as LED lighting and acrylic cutouts for bus shelters in Mumbai. Kick-starting the campaign through Twitter from September 1, Yes Bank quickly followed up with the outdoor campaign'INDIA bole YES' in 12 domestic airports across the country. To further amplify the communication, the campaign was also released, from August 20, 2015, in leading English daily newspapers and business magazines.

"INDIA bole YES, is a very special campaign as the genesis of the campaign is from the very ethos of Yes Bank - that of positivity and optimism. The key insight that the campaign is based on, is the fact that today, Indians as a community, are extremely positive about their future. We have therefore tried to create an emotional bond with the people of our country, who are driven individuals with a firm belief in growth, development and positivity. It is very important for the brand to have a shared ethos with its consumers, because as a bank our objective, endeavour and our mission is to partner our consumers in their growth and development, and we as a new age Indian bank believe in growth and prosperity and taking on the world and leading it,” Mehta concluded.

In an exclusive chat with Outdoor Asia, Rajat Mehta shares more insights about the bank's marketing strategy and the role of OOH in the media mix. Edited excerpts.

What made you strengthen your outdoor campaigns in airports, since you already have presence in 12 major domestic airports?

We utilized our existing presence at 12 major domestic airports and reinforced the'INDIA bole YES' message there. We have further followed an arrival strategy at these airports, which help in targeting not only resident Indians but also NRI's who visit the country. Taking multiple airports, helps us create a larger network effect to target the mobile, on the move new age Indian.

We have noticed the new-age innovations in your bus shelter campaigns in Delhi and Mumbai. What made you break the traditional form of outdoor media?
 
We wanted to be present across our key centres of Delhi and Mumbai for an extended timeframe. We went in for a bus shelter led strategy to maximize our presence. However, we also needed to create greater impact especially given the theme of the campaign. Our partners, Star OOH came up with a solution to create impact in frequency and longevity. We thought that illuminating the campaign line of INDIA bole YES and the logo of YES BANK would help these bus shelters stand out.

What is the target audience you have in mind?

Our target audience is the Indians of today who have a positive mindset and are willing to work towards realizing their dreams and aspirations. They are optimistic people who believe that tomorrow would be better than today and are willing to invest in building that better tomorrow. They are decision makers, thinkers and influencers.

In terms of communicating to the target group, how viable do you think your campaign is?

We believe that we would be able to communicate our message of positivity and shared belief in our imminent growth through our campaign communication and media selection.

Is Yes Bank planning any more innovative campaigns in the near future?

We would like to take the message of'INDIA bole YES' forward as our core brand message, however we would also run campaigns that would talk about innovative products and services that the bank would be offering in the near future. All of this would revolve around the core theme of INDIA bole YES.

Tell us about the creative of the campaign and how it is in sync with the idea you had in mind?
 
The creative showcases new age progressive Indians fueling a developing India. They are young achievers at the pinnacle of success, confident of themselves and as a nation together. This perfectly gels in with the thought of the campaign.
 
Can you tell us about your plans in spreading this campaign?
 
We have further activated our 700 branches across all 29 states and 7 union territories in India. These branches through their activities also end up communicating the message of INDIA bole YES. We have also recently been present across Ganpati Pandals in Mumbai.

Vijay Cavale, Star OOH

As India gets'smarter' and policy reform and platforms such as "Make in India ' gather momentum, we see this sentiment being reflected in  the 'New/Emerging India story' that brands are keen to engage their TG with.  In this context outdoor media remains a favorite storytelling medium for marketers.We are delighted to partner Yes Bank on their outdoor media mandate vis the roll out of the'India Bole Yes campaign' (IBY). The IBY campaign rolled out across transit media, includes translites at 12 metro city airports as well as hi-impact backlit bus shelters (BQS) across Mumbai and Delhi.  A simple outdoor media friendly creative was used to depict the message. 50% of BQS units used innovative 3D lighting in Mumbai & LED lighting in Delhi to highlight the positive energy associated with'Yes' & the IBY message.

Star OOH has been a long term committed partner to Yes Bank and this media rollout is the first in the current series of campaigns that are planned for FY 2016"