Rediffusion Y&R has bagged the creative mandate of SBI post a multi-agency pitch. The agency's Mumbai office will handle the account.
Prior to this SBI's creative duties were handled by a seven agency panel.
Dinesh Menon, CMO, SBI, said, “We are delighted to engage with an extremely passionate bunch of people at Rediffusion. We are confident that this partnership will further strengthen our endeavour to enhance the quality and focus of our marketing communications. Their appreciation and deconstruction of the pitch brief, articulation of the marketing challenge in a very lucid manner combined with some of the ideas shared left a good impression on the panel."
Dhunji S. Wadia, president, Rediffusion Y&R, said, “This is the biggest pitch, so far, this year. But more than size it is the iconic status of SBI and the pride of our association with them. Our pitch focus was on how we can make the bank’s imagery more contemporary and youthful, to ensure a better connect with the millennial youth, without alienating any of the their vast target segments. And that is not an easy task for a bank that’s almost two hundred years old! But I think we had a very interesting approach to how the new-age audience can connect with this ageless bank – and I think that’s what made the difference in the end.”
Rahul Jauhari, CCO, Rediffusion Y&R, added, “To work on a brand that touches more lives than most brands do, is a challenge creative people actively seek. The sheer scale of the task at hand is inspiring and humbling. Our team at Rediffusion is more than delighted to handle the brilliant canvas of opportunities that SBI presents."
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