Yes Bank adopting a 360 degree approach to the IPL

MUMBAI: Yes Bank, which recently took the on-ground sponsorship of the IPL in a five year deal with the BCCI, is looking at endearing the brand across the masses. It is also a sponsor on Max’s coverage and is using the online medium as well.

Speaking to, the company’s CMO Anindya Datta says the aim of associating with the IPL is to create greater awareness for the retail banking business. In terms of marketing a judicial mix of media is critical to him. “For us, on the ground and on-air sponsorships complement each other. We are sponsoring the fours package on Max’s broadcast. The aim is to create awareness of our seven per cent offering as well as build better brand visibility.”

Meanwhile, on the ground the bank is looking to direct engagement with consumers in the branch serving areas. “Our visibility in the different stadiums will be high. Our aim is to have direct one-on-one engagements. Customised activities will be done which will be full of fun in nature. The IPL is the foremost event property and brings the country together. We were looking at a property that would have intense appeal across a wide section and would cut across regions. The aim of being with the IPL is to facilitate our brand recognition in terms of pan retail initiatives.”

Online, Yes Bank will be active through social platforms like Facebook. There will be things done like contests. He added that while Yes Bank is involved in other sports like Golf and Polo, this deal takes its involvement in sports to a another level.

“We have also been involved in badminton events. We were also on-board for the Goa Premier League in cricket. Obviously these are not as high profile as the IPL but they still offer visibility.”

Latest Reads
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories