SBI is buzzing

With their new ad campaigns and Out Of Home (OOH) coverage, SBI's position as no.3 brand is very much an 'expected result'. With making Nokia and ICICI showing its heel and trailing after Airtel- as no. 1- and Hutch as no. 2, SBI has surely come a long way in terms overhauling their brand image.
Glancing at banking in 21st century, will reveal that the service is not contrained to giving a saving option or offering a loan. Banking has done the make up of being an identity who you can rely on, take HSBC campaign for instance. In such an environment, the image polish for a brand like SBI was inevitable.
Graduation from being just a bank to a financial support is the call of the day, which SBI's new image is answering rightly.
THe market is expanding, the psyche of consumers are changing, shift from meeting needs to acquiring convenience is vivid. Denominators like those created a pipeline for SBI which it had to enter if it had to survive.
It is obvious that consumers are looking beyond than standing in a queue and encash their cheque and spend fifteen valuable minutes of their day. If consumers are asking for loans, it is obvious again that are looking forward to an instution who will think by putting themselves in the consumers shoe. Look again you will find SBI is talking about that. The good part is they are stating the fact with the undertone of their intention - 'We are not what you have been thinking'. Best part is the story telling in the campaign and placing their point accross in the OOH media.
The next step in the line should be developing 'Customer care' unit which matches well with the sleekness and directness of its campaign. It is about time SBI understands what branding is all about and the buzz states they already did