Triton Communications - Mumbai, India
Client- Yes Bank
Campaign Name- A ‘YES’ CAN CHANGE YOUR LIFE
Background
YES BANK is one of India's new age private sector banks. At the outset the business focus was on Corporate Businesses. Today, YES BANK has transformed into a "full service" commercial Bank well equipped to offer a range of products and services to corporate and retail customers. Since its inception in 2004, Yes Bank has grown to over 150 branches and 200 plus ATMS.
Marketing Objective
To fuel growth of Consumer & SME Banking by establishing YES BANK as the preferred banking brand, with a consumer-centric value proposition.
Target Audience
Owners of SME businesses and the growing middle class consumer population in India, as well as Corporate and Mid-market businesses.
The Concept
Breaking away from the clutter among all brand names in Indian Banking, the YES BANK brand was created in 2004 on the positive connotation of the word ‘YES’. The current creative concept is built on this positive brand association with emphasis on the insight, ‘Life changing moments in ones’ life have always been preceded by a ‘YES’.
Plot
Done through a series of 3 films that capture the emotions to amplify the crucial moments when people want to hear a ‘YES’ and how that one ‘YES’ was the most important moment that changed their life for the better.
The films have a baby girl wanting to keep a puppy at home but waiting for her father to say ‘YES’, a group of young ambitious entrepreneurs waiting to hear a ‘YES’ for an approval of a proposal and a boy waiting to hear a ‘YES’ after proposing to the girl of his dreams. We connect these moments to the fact that Yes Bank understands the value of the word ‘YES’ and is always there to support you to fulfill your dreams.
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