Why was the punch-line “Indias International Bank” added to the campaign?
As an Indian Bank, we have 59 offices in 20 countries. We laid a greater stress on saying “India’s International Bank” to spur the bank into adopting international best practices in all its business areas. This was to tell the employees that expectation levels have been raised. Has this worked? In the first 45 days of the Rahul Dravid campaign, our marketing staff enrolled 12.6 lakh (1.26 million)more customers and mobilised Rs 650 crore (Rs 6.5 billion)of savings account deposits. This was the result of BoB executives stepping out of their offices for business. We are recharging the bank’s frontline. Dravid is not just a mascot or a cosmetic creation for the bank. There is tremendous pressure on us for speedy changes. Students and professionals would not look at BoB earlier. Now, they are getting attracted. Your advertisements say you are an international bank. But are there any plans to really grow globally? Our international operations have a 52-year-old footprint. In the UAE, only
