Campaign details
Brand: YONO by SBIBrand owner: State Bank of India (SBI)Lead agency: Famous InnovationsContributing agencies: Mode Advertising and Marketing Pvt LtdCountry: IndiaIndustries: BanksMedia channels: Content marketing, Online video, Outdoor, out-of-home, Print, Social mediaBudget: 1 - 3 million
Executive summary
Private banks have contemporised themselves through technology but 65% of State Bank of India's customers were senior citizens. That's not very uplifting for the future. SBI had to innovate through technology, if it wanted to entice young customers and it did so by introducing a...