Brand identity

Banking on trust,
simplicity and convenience

Branding and marketing at AU Bank isn’t a ‘one-size-fits-all’ strategy. We leverage our market insights, local infrastructure and experience in crafting our communication and selecting appropriate channels for reaching out to our intended audience. We are strengthening our brand through impactful initiatives for various target groups.

Corporate marketing initiatives

Corporate marketing initiatives at AU Bank are organised by our marketing department to strengthen our brand, while focusing on our core attributes. During the year, we undertook several engagement programmes

PAAKHI – SAVE THE BIRDS CAMPAIGN

We distributed AU-branded clay pots in residential societies, colonies, educational institutes, parks and various offices in branch catchment area for providing water to birds during the scorching summer. This activity helped in establishing emotional connect and at the same time enabled quality lead generation. Overall 90 branches in western, central and parts of northern India participated in this programme.

TEACHERS’ DAY AND CHILDREN’S DAY INITIATIVES

We reached out to ~9,000 teachers with personalised appreciation cards and gifts on Teachers’ Day 2019. At the same time, we floated special zero balance account offers. On Children’s Day, we conducted a free eye check-up and drawing competition for kids across various schools and societies in the catchment areas of our branches. The objective of these activities was to build a strong bond with kids, their parents and school staff.

YOGA CAMP ON 5TH INTERNATIONAL YOGA DAY

We organised yoga camps in our key markets across parks, institutes, colonies and malls on the 5th International Yoga Day to engage with local residents near our branches. This activity was driven by our regional marketing teams across 90 branches and helped us generate several leads.

NATIONAL DOCTORS’ DAY

Our regional marketing teams from 249 Bank branches drove this campaign, wherein they interacted with doctors in their vicinity, gifting them a memento. These visits allowed us to introduce our bouquet of services to the doctors.

NO PLASTIC CAMPAIGN

We distributed AU-branded jute carry bags to people residing in the nearby areas of our branches. The activity allowed us to capture customer data and simultaneously build awareness towards discontinuing the use of plastics.

PLANTATION DRIVE

We distributed plant saplings to prospective customers. This activity was conducted across our branches in their catchment areas.

Students from Stanford University, USA visited our Head Office at Jaipur and interacted with Mr. Sanjay Agarwal, MD & CEO to understand AU Bank’s approach for driving Financial Inclusion in India.

Events and sponsorship drives

Our events and sponsorship programmes enable us to reach niche audiences, increasing our visibility and lead generation.

INVESTOR AND ANALYST DAY

The Bank also organised its first Investor and Analyst Day during the year to enhance stakeholder engagement and outline the Bank’s growth plans for the coming years.

ACEM CONFERENCE 2019

We sponsored the international conference of doctors in Delhi and reached out to 1,500 doctors. The goodie bags we distributed contained details about our product suite and benefits of banking with us.

FEDERATION OF AUTOMOTIVE DEALERS ASSOCIATION EVENT

We sponsored the Federation of Automotive Dealers Associations event in Delhi where Cabinet Minister Mr. Nitin Gadkari and Mr. Kapil Dev were the chief guests.

VINTAGE CAR RALLY

We sponsored Vintage Car Rally in which vintage cars travelled across different states of India covering 17 cities.

FESTIVAL CELEBRATIONS

During the year, we delivered several branding and marketing activities around the various Indian festivals, including Janmashtami, Diwali, Dandiya, Durga Puja and Dussehra. We also sponsored cultural events like Auto Expos/Loan Melas and Housie events etc.

Rajasthan Kabir Yatra

We sponsored Rajasthan Kabir Yatra, a folk music festival, where ~100 artists from the Shekawati region participate.

Christmas

In the catchment area of our supermetro and metropolitan branches, we conducted a drawing competition for kids with the theme of ‘Savings for Christmas’ and distributed ‘Seed Pencils’ to propagate the idea of growth through continuous savings. We also supported other Christmas events across Rajasthan.

Lohri

We conducted different customer engagement activities with various events in Hoshiarpur and Mohali (Punjab) on Lohri.

We also sponsored other social programmes and business events like Rotary Club Fest-Chandrapur (Maharashtra), ICEPTI-Association of State Road Transport Undertakings (ASRTU)-Delhi & Jaipur, Pravaasi Sangh Event-Mumbai, Udyog Utsav Event-Jalgaon (Maharashtra), BIB Expo at Jaipur, Makar Sankranti Festival of Jaipur Pravasi Sangh at Goregaon Mumbai and several other events.

ITBAA GLOBAL SUMMIT 2019

We sponsored the IITBAA Global Summit 2019, an IIT Bombay alumni event, which was attended by ~200 IIT Bombay alumni who are now part of various start-ups, technology giants and corporates. The sponsorship allowed us to showcase our advancements in digital banking, besides generating some new leads.

MARATHONS 2020

During the year, we sponsored three key marathons—Jaipur, Mumbai and Vadodara—and reached over 2 lakh people. We created several touchpoints for the participants along the routes that allowed us to engage with them extensively.

We also sponsored the half-marathon organised in Hoshiarpur (Punjab), Pre-Marathon and Kids Marathon in Udaipur and Jaipur, Walkathon with B.N Patel Institute in Anand (Gujarat).

TECH TRENDS EVENT

We organised the Tech Trends–2019, wherein we announced our key digital initiatives, including an industry-first, 3-in-1 Savings, Demat and Trading Account.