SBI raises ad spend 13 per cent to Rs 4,246.6 crore in FY26

MUMBAI: Banking on visibility can be just as valuable as banking on deposits. State Bank of India (SBI) stepped up its brand-building efforts in FY26, increasing its advertising and publicity expenditure by 13 per cent year-on-year as the country’s largest lender sharpened its presence across digital platforms, television, sports and outdoor media.

According to SBI’s FY26 annual report, the bank spent Rs 4,246.6 crore on advertising and publicity during the financial year, up from Rs 3,742 crore in FY25. The higher outlay supported a series of integrated campaigns aimed at boosting brand visibility, strengthening customer engagement and expanding awareness across multiple touchpoints. A key focus during the year was the rollout of the upgraded version of YONO, SBI’s flagship digital banking platform. The bank also invested in cybersecurity awareness initiatives, public relations campaigns, transit and outdoor branding, and integrated marketing communications to reinforce its digital-first positioning.

Beyond banking, SBI expanded its visibility through domestic and international sporting events while tapping entertainment partnerships with television shows including Kaun Banega Crorepati, Indian Idol and Wheel of Fortune to deepen its connect with consumers.

The lender also recorded strong growth across its digital engagement channels. During FY26, SBI crossed 5 crore followers and subscribers across its seven official social media platforms, with its online community growing 47.6 per cent year-on-year from 3.53 crore to 5.22 crore, adding more than 1.68 crore followers during the year. Marketing and distribution activities also generated higher income for the bank. Fee and remuneration from these businesses rose around 7 per cent year-on-year to Rs 1,617.52 crore in FY26. SBI Mutual Fund accounted for Rs 1,617.52 crore, while SBI Cards and Payment Services contributed Rs 150.63 crore, alongside other group entities.

The stronger marketing push coincided with another year of solid financial performance. SBI reported a 13 per cent rise in profit after tax to Rs 80,032 crore in FY26, while total income increased to Rs 5.52 lakh crore from Rs 5.24 lakh crore in the previous financial year.

The bank said its integrated marketing strategy combined traditional, digital and emerging media platforms to strengthen customer engagement while reinforcing SBI’s position as India’s largest banking brand.