Indiantelevision.com Team

MUMBAI: Yes Bank, today launched its maiden advertising campaign announcing the launch of its financial brand and inviting audiences to 'Experience Our Expertise'. The campaign highlights the foundational strength of Yes Bank, that being the professional entrepreneurship led by the main promoter Rana Kapoor MD and CEO, its strong financial investors and excellence in human capital, knowledge expertise, optimal and innovative use of technology, strong commitment to corporate governance and novel approach to corporate social responsibility.

Consisting of five print advertisements and supported by an outdoor campaign and an audio visual campaign, the creatives conceptualised and developed by Triton Communications showcases the bank's uniqueness of being a new age, private sector bank and reinforces its strong service oriented philosophy, positive attitude, dynamism and focused, knowledge driven business approach.

.Commenting on the embedded strategy of this advertising campaign, Yes Bank CEO and MD Rana Kapoor said, "The key differentiator for YES BANK is its knowledge driven approach and we seek to build strong relationships with all our stakeholders, much beyond just financial transactions. The tagline 'Experience Our Expertise' brings forth this essence. This campaign underlines our emphasis on building public trust in addition to creating awareness about the bank. As a new age bank, we strongly believe that our 'social' license to operate is equally important as our 'business' license."

Yes Bank intends to be the preferred financial partner of corporate and emerging enterprises in select knowledge intensive industry sectors including food and agribusiness, life sciences, telecommunications and infrastructure development, textiles, commodities and select manufacturing amongst others.

Speaking on the development of the campaign, Triton Communications executive director Yateesh Srivastava, "The brief from Yes Bank has been extremely focused and remained clear during the pitch, conceptualisation and execution stages of the campaign. This sharp focus enabled us to develop multiple creative expressions around the same core positioning. Through the campaign, we wanted to communicate 'expertise' in a unique and differentiating manner and simultaneously build the brand as a benchmark for solidity and knowledge."