Group 8

Appreciation on SBI Print Ad Campaign 08/08/2012

Date:

THE BANKER TO EVERY INDIAN

A] Overview of Subject Print Ad

This print advertisement is totally based on Brand building and overall the conceptualization is simple yet in a very recalling manner where portrait of Dadabhai Naoroji is placed with text mentioning how SBI, his bankers helped him to fulfil his dream to build a nation. They also served many disparate citizens of the India which makes them proud contributor to Indian history & future.

B] Overview of Brand SBI SBI, owned by Government of India is serving in the India since 2 centuries. SBI has featured among top brands of India in an annual survey conducted by Brand Finance and The Economic Times also ranked it 285th in the Fortune Global 500 Main Competitors: ICICI Bank, HDFC Bank, Punjab National Bank. SBI products and services cater to every level of diversified Indian society. Brand symbol: A circle depicts perfection and common man being the centre of banks business

C] Overview of Shri Dadabhai Naoroji (1825-1917) Shri Naoroji - The Grand old man of India , Intellectual & Professor in international universities. He is contemporary to the start of state bank was formed as a part of royal charter of British Empire. The first Asian MP in Britain and voice of India in the UK assembly of legislators. One of the pioneers in Indian society and a true visionary.

D] Co-relation: Shri Naoroji being a businessman and an academician he is the face of a well read and well versed Indian. Why whole story relates to SBI is because of SBI stands for trust, historical perspective and also a very bright future prospect. Shri Naoroji became an Indian face who has travelled the world and contributed to the knowledge & business development in India.

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SBI has always been people centric and being serving every class of nation with same integrity. Presence of SBI in India is indirectly related to Grand Old Man of India, the title which was given to Shri Naoroji. E] Effectiveness of the campaign This ad campaign created positive buzz about SBI as they are paying tribute to great personalities Indian history have witnessed and they also have parallel ad campaign displaying common man who are SBIs customers and how SBI has helped them grow financially & vice versa. Banker to every Indian is the punch line used to promote or make consumers aware about how people centric SBI is. Pictorial way of conveying the message and inter-relating them in a very accurate manner is the key in this print ad. It does not show any schemes or benefits of SBI but shows its relation with every Indian over the past 2 centuries. By putting stress on this in the tagline they are saying that people such as Shri Naoroji, who was a great Indian personality has also been their customer and that they have been part of our great history. SBI has taken a great initiative of giving tribute to those people who have contributed in countrys development and outlook, by the same making the young generation aware about their good deeds.

F] Drawbacks in the campaign For a print ad, there is too much content to read and usual time consumer spends to read this ad is approximately 10-15 seconds. A very small percentage of people would actually read the entire text given in the ad. Brand exposure of SBI is less compared to Shri Dadabhai Naoroji and its description.

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