Malvika Mahal, New Delhi
RBL Bank Limited (formerly known as The Ratnakar Bank limited) took the outdoor route to promote its various offerings including debit and credit cards, home loans, etc. MOMS Outdoor Media Solutions executed the campaign, spread over 15 days. RBL is one of the oldest private sector banks in India and offers a wide range of banking products and services categorized largely in 5 verticals - Corporate & Institutional Banking, Commercial Banking, Retail Banking, Agriculture & Development Banking and Financial Markets.
The campaign emphasized on its immediate tag line - "Apno Ka Bank". It was rolled out with three different Creative's across Mumbai, Delhi and Bangalore. The strategy of the campaign was to have presence in order to create top of mind recall for the brand while OOH media was planned to create awareness & Saliency through high impact sites.
As part of strategy, the large format media was spread along key arterial routes with large billboards, public utilities, gantries and wall wraps. Lastly, media was also used in shopping neighbourhoods with mall and pillar signages, mall dropdowns, large mall facades, and kiosks. The overall target audience of the campaign was was 26-50 SEC-AB.
Commenting on the across-the-board strategy, Jayesh Yagnik, Chief Operating Officer at MOMS Outdoor Media Services, said- "The idea was to create awareness in main arterial route, high traffic junction and connectors. We took all large format media at high end touch point's metro cities. The back to back campaigns planned simultaneously, one was to create massive awareness of brand and digital product. We are glad to be associated with a brand like RBL bank and look forward to achieving many more milestones with the brand."