Feb 08 2020
There was a time when banks had very little product differentiation and thus “emotional” plank was the branding standard. The liberalisation of policy on rates opened the window for a ‘tangible’ element in brand positioning for banks and banks jumped the bandwagon.
With the emergence of Small Finance Banks as a new class of banks, a differentiated playing arena has taken centre stage. The ‘financial inclusion’ theme has both, real differentiation, as well as real appeal and these banks, are wearing this differentiation on their sleeves with aplomb. And why not? This is the story of the theme that unites Bharat with India and makes a real difference to the social, economic and human progress of millions.
The journey of Fincare Small Finance Bank is the pursuit of Profits with Purpose, Entrepreneurship with Ethics and Technology with Trust. This niche space is an opportunity to build a modern, technology-led bank which combines commercial success with a deep social DNA. Fincare’s approach is to deliver 'a lifetime of progress' and 'making money matter' and therein lies the mantra of something ‘more’ that finds resonance with multiple target segments.
The pursuit of More is one of having higher expectations from the service provider and getting it fulfilled – be it Deposit Rates, Safety of money, fairness of charges, accessibility of services, hassle-free procedures, instant decisions, doorstep services, seamless digital experience et al – the quest for getting something more and getting more for our money, time and expectations. Thus the focal thought of "Wish More, Get More" was born!
A new brand crusade with this theme and featuring the Brand Ambassador Viswanathan Anand was launched.
Pankaj Gulati, Chief People and Marketing Officer, Fincare Small Finance Bank said "With the "Wish More, Get More" proposition, we intend to convey our promise to satisfy the financial aspirations of millions of households. We intend to accomplish this by building a best-in-class digital ecosystem and in this manner, seal our presence in the echelons of well-regarded and respected Banks in India. The new campaign exhibits, in a subtle manner, the basic human desire for something more at every opportunity. The idea has been kept extremely simple and who better than Viswanathan Anand, a 5- time World Chess Champion, and a perfect embodiment of the "pursuit for more " for accomplishing a bigger stage in life, to convey that message. We feel confident of building a strong connect with our stakeholders through this campaign."
The current campaign will be visible across digital channels and buzz will be created through contests on various platforms.
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