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IndusInd Bank inaugurates branded Rapid Metro station in Gurgaon

By Bhawana Anand - May 08, 2014

The tech-driven branding initiative is targeted at young commuters who appreciate innovation and quality service

IndusInd Bank has become the first brand in the BFSI category to own a branded station named IndusInd Bank Cybercity Rapid Metro Station. The Bank and Rapid Metro Gurgaon Ltd (RMGL) have inked a 5-year contract for the branding rights of the metro station. IndusInd Bank has a strong retail focus and with the presence at Rapid Metro, the bank aims to reach out to more customers in Gurgaon and Delhi NCR, especially young audiences.

Speaking at the inauguration, Romesh Sobti, Managing Director & Chief Executive Officer, IndusInd Bank, said, "It is a matter of pride for IndusInd Bank to get associated with such a novel project in the Millennium City. IndusInd Bank Cybercity station is happy to showcase and enhance its brand quotient in Gurgaon, which happens to be a high priority market for the bank.”

The station area will be utilised to provide a huge brand experience to the clients. This will assist them in positioning the brand innovatively. "As a young bank, we couldn't have made an impression on clients unless we do innovations. The audience will find this innovative. Once clients walks in, they will see our bank as a new age brand, very technology-oriented and responsive,” Sobti said.

The station has a rich aesthetic and artistic feel to it as the interiors and exteriors of the station are done using brand colours conveying the inherent brand values of the bank. The grand illustrations at the station have brought alive the great heritage of one of the oldest civilisations of the world. From the advertising prospect, the bank has branded walls, sites, floors and entry gates of the station and plans to install digital formats inside the station.

The metro station is strategically located in the heart of the cybercity. The station runs parallel to National Highway 8 (NH-8) and is visible to commuters on the highway. The smart messaging across the station can be related to the new age banking requirements of the millennium city.  

The bank has installed two ATMs inside this station. And there will be a retail branch which will be entirely digitised with a self-service kiosk and interactive sellers to serve the commuters.

Before bidding, the bank had done its own research on this initiative. "We found that new banks see the difference when they open branches at metro stations. In countries like Singapore and Dubai, bank branches at metro stations do very well. We believe in India, the young audience and professionals are really going to walk into these branches.  The bank also organised a forum, especially for Gurgaon residents, to understand their preferences,” explained Sobti.
Sanjiv Rai, Managing Director and Chief Executive Officer, Rapid Metro Gurgaon Ltd, said, "We are very happy to have received an overwhelming response from the corporates on this branding model and we are delighted to be associated with IndusInd Bank. We are confident that commuters will appreciate this synergy and both Rapid Metro and IndusInd Bank will continue to drive value in the long-term. This is one of the important stations of our Phase-1 and within the first quarter of operation we expect this station to have one of the highest foot-falls. We assure our riders that we will continue to provide the best service.”

The bank is planning to launch the brand exclusively at various metro stations spread across the country.  


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