The Change
A local bank had to differentiate from the crowd as it was all set for a national launch. Dream Wagon crafted a series of splendid graphics inspired by TJSB's brand values that are bold, bright, engaging and reflect connectivity and transformation.
A brand identity consists of several core elements, when combined create a distinctive, consistent and memorable brand expression.
TJSB's main motive has always been to guide people in making financial decisions with the usage of user-friendly advance technology available
Campaign Strategy
London Launch
TJSB's new face was launched nowhere else than at London Film Festival, a moment of pride for its existing customers, partners, investors across Maharashtra.
Events & Activation
The new identity and philosophy was communicated through inspiring events like mass rendition of the National Anthem by school students and NGOs. Prior to the event, digital activation engagement and small events at schools and common places were conducted. The event was witnessed by more than 50,000 people. TJSB went ahead with advertising its new branding at all strategic locations and building up awareness about its future in digital banking. The entire stadium was enveloped with a new age branding experience. Short effective videos of digital products and new jingles of the bank were displayed across all media vehicles.
Celebrities, Events & Contest
Celebrity-based events were conducted throughout Maharashtra for emotional connect with the target audience. Short films and contests were hugely spread across various digital social media platforms.
Brand Architecture – A Branch visit a Brand Experience
A complete brand identity system and a thoughtful redesigning of the layout of a branch provides maximum brand experience.
Result
All the efforts led TJSB to new heights beyond measure. A bank which stood at just `5,000 crores business mix gradually grew to a worth of `15,000 crores with the new launch. Its brand equity valuation was substantially higher than Asia's biggest co-operative banks.