Bank of Rajasthan ropes in Hema Malini as brand ambassador

MUMBAI: Actor, dancer and member of Parliament Hema Malini has been roped in as the brand ambassador for the Bank of Rajasthan. The bank will be a rolling out a multi-media ad campaign in the first week of October, which is being executed by Raka Advertising agency.



Speaking to the agency's CEO Sushil Behl said, "We will be looking at a television and print campaign, which will be a corporate communications as well as a product communication campaign with Hema Mailni."



Elaborating further, Bhel said, "Since the Bank of Rajasthan is a regional bank, which is now getting spreading all over the country, the campaign will have an all India appeal and we will try and break the regional tag."



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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