Financial Daily from THE HINDU group of publications
Thursday, Dec 02, 2004
Financial Daily from THE HINDU group of publications Thursday, Dec 02, 2004 |
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Money & Banking
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Private Banks Marketing - Direct Marketing Yes Bank plans direct marketing Our Bureau
Mumbai , Dec. 1 YES Bank will soon explore more direct channels for communication with its target audience besides adopting mass media advertising as part of its differentiation strategy. Mr Rana Kapoor, Managing Director and CEO of Yes Bank, in a press statement said, "The key differentiator for our bank is its knowledge-driven approach and we seek to build strong relationships with all our stakeholders, much beyond just financial transactions." According to a bank official, Yes Bank has spent around Rs 30 lakh in its first phase of communications, and will soon be exploring direct channels of communication, which could include direct marketing strategies. The bank on Tuesday announced the release of its first set of print ad campaigns created by Triton Communications. The tagline `Experience Our Expertise' is built around identifying few sectors with knowledge capital and addressing the need across their value chain. Very often, there is a standardised approach to addressing different sectors. In case of Yes Bank, there is a customised approach to each of the sectors.
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