**Title: Yes Bank Refreshed Brand Identity: ‘Life Ko Banao Rich’ Campaign | CNBC-TV18 Interview**
In this CNBC-TV18 interview, Nipun Kaushal, Chief Marketing Officer of Yes Bank, discusses the bank’s newly refreshed brand identity and the launch of their ‘Life Ko Banao Rich’ campaign. Learn more about their strategic approach and the goals behind this rebranding initiative.
Yes Bank has recently unveiled its refreshed brand identity, designed to align with the evolving needs and aspirations of its customers. The bank aims to go beyond fulfilling basic requirements and instead enable individuals to live each day to the fullest. As part of their brand refresh, Yes Bank has rolled out an integrated marketing campaign with the tagline ‘Life Ko Banao Rich.’
During the interview, Nipun Kaushal highlights the bank’s journey and the challenges they have overcome in the last two and a half years. He emphasizes the remarkable achievements of Yes Bank in comparison to other financial institutions globally. The bank’s focus is on stakeholders, including customers and employees, and their expectations and perceptions of the brand.
To ensure the success of the brand refresh, Yes Bank conducted extensive consumer and stakeholder research. The findings revealed a positive perception of the bank’s name, particularly among customers who consider Yes Bank a love brand. The research also highlighted the significance of Yes Bank’s logo, colors, and tick mark, which have become iconic elements associated with the brand.
To execute the rebranding initiative effectively, Yes Bank collaborated with McCann agency to develop a new narrative and design language. The refreshed logo now includes a bird soaring to signify growth and New Heights, aligning with the bank’s expansion and progress. The new color scheme features vibrant shades within the blue and red spectrum, creating a digital-friendly aesthetic. The fonts have also been updated to reflect current online trends, giving it a warmer and smoother appearance.
With a significant market share in UPI transactions in India, Yes Bank is recognized for its turnaround, product design, and online services. The positive feedback from consumers and stakeholders reinforced the decision to maintain the bank’s name while enhancing its brand image. The rebranding exercise aims to reach various demographic segments, including Gen Z, senior citizens, and millennials.
Implementing a brand refresh of this scale requires meticulous planning and communication across all branches and offices. Yes Bank’s employees are enthusiastic about the new branding and the positive energy it brings. The bank’s resilience, agility, and commitment to customer response have been instrumental in successfully navigating this rebranding journey.
In addition to the brand refresh, Yes Bank has launched the ‘Life Ko Banao Rich’ campaign. This campaign capitalizes on the shift in mindset post-pandemic, where individuals prioritize creating meaningful experiences and cherishing everyday moments. The agency was briefed to capture this insight and deliver a campaign that resonates with customers’ aspirations.
Overall, Yes Bank’s refreshed brand identity and the ‘Life Ko Banao Rich’ campaign signify the bank’s commitment to enabling customers to lead a more enriching life. By continuously evolving and meeting the changing needs of stakeholders, Yes Bank aims to strengthen its position as a leading financial institution in India.
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*Note: All information provided in this description is sourced from the linked video and official CNBC-TV18 platforms.*
Nipun Kaushal, Chief Marketing Officer, Yes Bank, speaks on the firm’s refreshed brand identity and ‘life ko banao rich’ campaign. Listen in.
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