JWT, Percept, DDB Mudra and Rediffusion on Bank of India roster

Bank of India has empanelled 16 agencies. The development is a part of a regular review procedure. The size of the business is estimated at Rs 10-15 crore.

Bank of India has empanelled 16 agencies on its creative roster. These include Inter Publicity, Rediffusion-Y&R, Brainwave Interactive, Maxim Advertising, JWT, Sobhagya Advertising, DDB Mudra, Percept, Goldmine Advertising, Magnum Intergrafiks, Mercantile Advertising, Prachar Advertising, Adwit India, Concept Communications, L'amour Advertising and AdSync.

The size of the business is estimated at Rs 10-15 crore. The scope for the roster includes a mix of ATL (above the line) and BTL (below the line) communication.

The development is part of a regular review procedure. The new roster was finalised after a pitch process that was held by the brand in Mumbai.

The bank's incumbent roster of creative agencies includes Rediffusion-Y&R, Ogilvy India, Inter Publicity, Maxim Advertising, and Brainwave Interactive.

In December 2010, Bank of India had empanelled nine agencies to manage its media mandate. The agencies included MediaVest Worldwide, Allied Media, Concept Communications, Motivator, Goldmine, Prachar Communications, Sobhagya Advertising, Akar Advertising and Esha Advertising.

In May 2011, Bank of India released a four-TVC campaign based on the middle-class. The campaign was created by Ogilvy India and was service-specific in nature. Over the years, the bank is known to have revolved its communication around the tagline 'Rishton ki jamapoonji' (Relationships that go beyond banking).

Bank of India, founded in 1906 in Mumbai, has more than 3,101 branches in India today, spread over various states and union territories. It was under private ownership and control until July 1969, when it was nationalised along with 13 other banks.