State Bank of India: It's Possible

Neeraj Sharma, Navonil Chatterjee

India's largest bank, State Bank of India, used an emotive insight and targeted creative messages to increase home loan sales in a tough economic climate.

Campaign details

Brand: State Bank of IndiaBrand owner: State Bank of IndiaAgency: Rediffusion Brand Solutions Pvt. Ltd.Market: IndiaIndustries: BanksMedia channels: Cinema, Newspapers, Online display, Outdoor, out-of-home, Television, Websites & micrositesBudget: 3 - 5 million

Executive summary

2019 was the year when even optimists saw the glass as empty. The shrinking economy and crumbling real estate market made selling home loans a formidable task, even for the biggest bank in India, State Bank of India, which controlled a quarter of the lending market. To take the challenge head...

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