MAM
O&M to handle Dhanalakshmi Bank creative account
MUMBAI: Dhanalakshmi Bank has appointed Ogilvy & Mather (O&M) as its agency of record to chart out a new brand proposition and communication strategy for the banking business.
Confirming the development, Dhanalakshmi Bank head – marketing Sheran Mehra said, “The size of the account is pegged between Rs 150 million to Rs 200 million.” In the past one year, the 82-year-old private sector bank, has adopted a three-pronged approach towards its transformation into a new age high growth bank. These include launch of innovative products and services, creation of a nationwide footprint and evolving a strong brand communication for its diverse customer base. As part of its new mandate, O&M will help the bank to design and implement a comprehensive go-to market communication approach, which will reflect the new philosophy and approach of the brand -“Dhanalakshmi Bank”. The agency will also aid help the bank to create an entirely new customer experience and to incorporate a young and contemporary look across all customer touch-points. Added Ogilvy and Mather executive chairman and creative director -South Asia Piyush Pandey, “Dhanalakshmi is a bank with tremendous heritage and value systems. I look forward to a wonderful journey to make Dhanalakshmi a top-of-the-line national institution.” The creative works for the bank will kick off by the end of the year, informs O&M SVP Ashish Malhotra. Meanwhile, Dhanalakshmi Bank is still scouting for media partners. “We are still talking to various agencies and will be finalising the partner soon,” says Mehra.
