YONO by State Bank of India: Redefining an old bank for modern times

Yousuf Rangoonwala, Sanketa Kapse

State Bank of India's on-ground, rap video and print campaign attracted younger people to the bank and improved its youthfulness score.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands