IndusInd Bank: New-age solutions on OOH

The bank has rolled out a two-month out of home campaign as an extension of its television commercial. The OOH campaign is spread across 25 cities, 394 outdoor sites and 100 radio cabs each in Delhi and Mumbai.

IndusInd Bank's three new offerings give a new visage to the traditional services. To take these services close to the consumer, the bank has launched a promotional campaign across various media such as television, out of home (OOH), digital and radio.

The new services include Cash-on-Mobile, which enables a person to withdraw cash without a card at IndusInd Bank ATMs; Direct Connect that enables the customer to speak to the phone banking executive directly; and Quick Redeem Service that enables one to redeem the credit card reward points on the spot.

The television commercial to promote these services features actors Jimmy Shergill and Neetu Singh. The outdoor creatives are the print versions of the television commercial. The OOH campaign, executed by Laqshya Media, has been carried out over 394 different outdoor media units that include bridge panels, bus branding, flag poles, kiosks, glass facades, street furniture, mobile vans and bus shelters, along with 100 radio cabs each in Delhi and Mumbai.

Mohit Ganju, head, marketing and communications, IndusInd Bank, says, "OOH is the second most important media after television, so we launched a television commercial as well as a large scale OOH campaign across 25 cities. We strategically placed all the outdoor sites near the bank branches to make the brand more visible to the consumers."

The campaign has been divided into two parts - tactical and brand approach. The tactical part focuses on building awareness about the brand. For this, the outdoor sites have been placed near the bank's branches and at specific locations that lead to the branches. The brand approach, on the other hand, highlights the three new services offered.

Atul Shrivastava, COO, Laqshya Group, says, "IndusInd Bank is a leader in banking innovations. The currency notes of your choice, 6 per cent interest on savings accounts and operating the ATM without a card are the clear USPs drawing a lot of attention from the existing and prospective customers."

The major challenge while executing the campaign was to procure good sites, as in the same period all players from the banking segment were active. "Our challenge was to spread the message to generate substantial eyeballs against every rupee spent and at touch points where it works most for a banking client. All such media were used, including radio cabs, street furniture and conventional outdoor media," adds Shrivastava.

The two-month campaign kicked off on January 21 and will continue till March 21.

The campaign is spread across 25 cities including Delhi, Mumbai, Bengaluru, Ludhiana, Jalandhar, Chandigarh, Amritsar, Bhopal, Guwahati, Bhubaneswar, Indore, Gangtok, Patna, Ahmedabad, Vadodara, Surat, Rajkot, Jaipur, Udaipur, Lucknow, Nagpur, Pune, Kochi, Coimbatore and Thiruvananthapuram.