SBI awards digital marketing mandate to Omnicom Media India

MUMBAI: Banking on a bigger digital footprint, State Bank of India has handed its digital marketing mandate to Omnicom Media India following a competitive pitch process, in a deal estimated to be worth between Rs 250 crore and Rs 260 crore.

The appointment ranks among the largest digital media mandates in India’s banking and financial services sector and underscores the growing importance of technology-driven customer engagement in the industry.

Under the new partnership, Omnicom Media India will be responsible for managing SBI’s digital marketing strategy, planning and execution across a wide range of platforms, audiences and customer touchpoints. The agency will work closely with the country’s largest public sector lender as it seeks to strengthen its online presence and deepen engagement with customers across urban and rural markets.

The mandate arrives at a pivotal moment for SBI, which has been accelerating its digital transformation efforts amid rising adoption of online banking services. The lender has steadily increased investments in digital channels to improve customer acquisition, enhance brand visibility and encourage greater use of its digital offerings.

For Omnicom Media India, the win represents a significant addition to its client roster and further strengthens its standing in the highly competitive banking, financial services and insurance sector, where digital marketing spends continue to rise.

Industry observers note that financial institutions are increasingly shifting marketing budgets towards measurable, data-driven campaigns as customer interactions move online. The trend has created opportunities for agencies capable of combining media expertise with advanced analytics and technology solutions.

As part of the mandate, Omnicom Media India is expected to utilise tools such as Omni and capabilities from Acxiom to support audience segmentation, campaign optimisation and personalised communication at scale.

The partnership signals SBI’s intent to stay ahead in an increasingly digital banking landscape, while giving Omnicom Media India a marquee assignment that could further cement its position in one of the country’s fastest-evolving marketing categories. With both banking and advertising becoming more data-centric, this deal appears well timed for the next phase of digital growth.