SBI YONO: Say YO to Life

Nilesh Fatnaney, Navonil Chatterjee

State Bank of India, a 200-year-old bank, leveraged the genuine usefulness of its utility app to connect with a millennial audience in India.

Campaign details

Brand: SBI YONOBrand owner: SBI (State Bank Of India)Lead agency: Rediffusion Brand Solutions Pvt. Ltd.Contributing agencies: BuzzOka, Crayons Advertising, Network Advertising, Seventy Event Media GroupMarket: IndiaIndustries: BanksMedia channels: Events & experiential, Mobile & apps, Newspapers, Public relations, Radio & audio, Sales promotion, Social media, TelevisionBudget: 1 - 3 million

Executive summary

State Bank of India (SBI), a 200-year-old bank, was struggling to connect with Indian millennials who constituted 47% of India's working population and were set to be the primary contributors to economic...

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