MUMBAI: Ogilvy & Mather (O&M) has won the creative duties of IndusInd bank for this fiscal, replacing incumbent agency RK Swamy BBDO.

The Bank plans to spend close to Rs 400 million on advertising and other visibility initiatives in FY‘11.
 
Since the new management took charge 2 years ago, significant changes in the branding and image of the Bank has taken place. Now that growth is apace, the Bank intends to undertake a major change in its image so as to emerge as a young, energetic and responsive bank.

"The Bank has focused on its brand building program since last year. This financial year, the branding initiatives will gather momentum and we wanted some fresh thinking on the brand. I‘m extremely pleased to announce our association with Ogilvy & Mather and I‘m sure they will help us take our brand to newer heights," says IndusInd Bank MD & CEO Romesh Sobti.
 
JWT, Rediffusion, Saatchi & Saatchi and Mudra are the other agencies that pitched for the account.

Says O&M India chairman Piyush Pandey, "We are really excited about working with IndusInd Bank and are all geared up to reposition the brand and do some path-breaking work. It will surely be a challenging task but we are all excited about the new mandate of transforming the Bank‘s image into young, dynamic and responsive brand." 
 
The Bank has lined up a slew of branding activities in the coming year. Currently on air is the bank‘s advertising campaign. Directed by Imtiaz Ali, the three ad series talks about three service propositions of online payment, mobile alerts and ready2use savings account kit.