"We have launched a distinct tune which represents the brand. This is a part of a national campaign that was launched before Diwali", its marketing head Kartik Jain said.
The 'sonic branding' is being included at all the touch-points like ATMs and phone-banking application, where customers will hear the tune, he said.
The effort is part of a national marketing campaign stressing the digital banking, he said. The campaign involves a spend of over Rs 30 crore, a senior official said.
Jain said the 360-degree campaign was first rolled out in non-metro cities before Diwali, and will soon be hitting the eight metros. Last fiscal, the bank had invested Rs 140 crore in advertising efforts.


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