MUMBAI: Dhanlaxmi Bank has awarded its media duties to Mindshare. This is the first time the Bank has brought on board an agency to handle its media duties.

The account size is pegged at Rs 350 million.

Mindshare will be responsible for media planning, buying and media strategy across different mediums.
 
"We will launch a Kerala specific campaign in the next five days. Only conventional media that includes TV, radio and some cinema will be used for the Kerala campaign. Additionally, we will launch a nationwide campaign in June. This will include a 360 degree plan," says Dhanlaxmi Bank marketing and communications head Sheran Mehra.
 
Mindshare won‘t be responsible for outdoor and activation. "The outdoor and activation side of the promotion will be allocated on a project basis," adds Mehra.

Dhanlaxmi Bank had gone for a corporate makeover early this year. It shed its navy blue look and donned a purple look. Also, as part of the makeover, the Bank changed its spelling from Dhanalakshmi to Dhanlaxmi. It also appointed O&M as its advertising partner.
 
The Bank has opened 66 branches all over India in the financial year 2009-10.