Dentsu Creative Isobar has won the creative mandate of Bandhan Bank. The private sector bank awarded the creative agency mandate following a multi-agency pitch.
Bandhan Bank has entered into this partnership at a time when it is aiming to strengthen its brand positioning and enhance engagement with its customers.
The bank is also said to be working to alter its communications strategy to align it with changing customer expectations and requirements, as well as increasing digital penetration.
The bank has been steadily expanding its product and services portfolio for the last few years.
As part of the mandate, Dentsu Creative Isobar will take care of brand strategy, creative development, integrated campaigns and storytelling initiatives for Bandhan Bank. The agency will also aim to craft a distinctive voice for the brand and help set up a communications platform to increase brand visibility, customer engagement and long-term affinity.
The bank is currently seeking to strengthen its relevance among millennials and Gen Z customers by tapping into culturally resonant storytelling and emotionally engaging campaigns.
“As Bandhan Bank evolves into a full-spectrum banking franchise, serving diverse customer segments across India, building a strong, distinctive and emotionally resonant brand remains a strategic priority for us. Dentsu Creative Isobar brings a compelling blend of creativity, cultural insight and strategic thinking, and we are excited to partner with them as we shape the next phase of Bandhan Bank’s brand journey,” a Bandhan Bank spokesperson said, as per reports.
“Bandhan Bank represents one of the most exciting growth stories in Indian banking today. We are delighted to partner with Bandhan Bank and look forward to creating work that is meaningful, memorable and capable of building enduring connections with consumers across India,” Sahil Shah, CEO, Dentsu Creative Isobar, added.