Punjab National Bank: Back on Track

Punjab National Bank (PNB) changed public perception in India to rebuild customers' trust and revive employee pride using PR alone.

Campaign details

Agency: Genesis BCWBrand: Punjab National Bank

Situation Analysis

In 2018, India's biggest bank fraud shocked the nation. Punjab National Bank (PNB), one of the oldest public sector banks, was said to be involved in fraudulent transactions worth a whopping USD 1879 billion with Indian jeweller Nirav Modi. As new details poured in each day, questions regarding the safety of public money, the size and impact of the fraud and the possible involvement of the bank's leadership loomed large. Unfamiliar with this unprecedented public scrutiny and media criticism, PNB decided to stop communicating with media even...

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