State Bank of India: The Language of Hope

Amit Kekre, Toru Jhaveri, Sanchari Chakrabarty

State Bank of India used an integrated campaign to position its loan products as a differentiated offering in a cluttered loan market and build a contemporary, modern image in the minds of young Indians.

Campaign details

Brand: SBI Hope loansBrand owner: State Bank of IndiaLead agency: DDB Mudra GroupCountry: IndiaIndustries: BanksMedia channels: Online display, Online video, Product placement, Radio & audio, TelevisionBudget: 1 - 3 million

Executive summary

How does a legacy bank speak to a contemporary audience in a contemporary voice about the world's oldest financial instrument – loans?

State Bank of India (SBI) is a bank built on the value of financial inclusivity, offering products that fulfilled a variety of customer needs, but when it came to loans, customers...

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