| Hema Malini has been anointed brand ambassador for
three years, keeping in mind her versatile personality. Says Bhel,
"She is a multi-faceted character and she fits in well with the
brand proposition of the bank, which provides a varied number of services
and products to its customers."
The bank will be spending close to Rs 30 million till March 2005
on its ad campaign. Raka Advertising has been handling the creative
account for Bank of Rajasthan for the last six months. The agency's
sister concern Prana Public Relations handles the PR for the bank.
"We offer our integrated services to the bank with the creative
and public relations agencies," says Behl.
Raka Advertising has been in the fray for the last 22 years and
handles a variety of healthcare and pharma companies. Among the
financial institutions, the agency handles The Janakalyan Bank,
Bank of Maharashtra and the Securities Trading Corporation of India.
Queried as to whether there was a conflict of interest in handling
two regional banks (Bank of Maharashtra and Bank of Rajasthan),
Bhel says, "This is more of an emotional issue for me than
a conflicting one. Both the banks fall under different domains and
are from different regions. So there is no major conflict here."
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