We conducted a research among the youth, which revealed that they were unaware about SBI’s leadership position in mobile banking, home loans and auto loans.

We organized a press conference marking the launch of ‘State Bank Buddy’, SBI’s Mobile Wallet. Union Finance Minister Arun Jaitley, Jayant Sinha, Minister of State (Finance) and Ms. Bhattacharya, were present during the conference. The Finance Minister much admired the initiative and said, “With State Bank Buddy, the face of consumer spending in India is going to change.”

For SBI’s CSR programme ‘Youth for India’ that provides India’s best young minds the opportunity to serve rural communities, we highlighted how it created a ‘3-way winning’ programme. While people of India’s hinterland derived benefits from their association with young professionals, the participants themselves got an invaluable exposure about the struggles and challenges in rural life. SBI also gained by connecting with young professionals and rural youth.

• Implementation

• Leveraged the presence of dignitaries such as the Finance Minister and Central Bank Governor to generate big format media-coverage.

• Increased social-media engagement across various platforms.Facebook likes shot-up by 800% to 4,431,563 during CY-2015. The bank also got significant increase in Twitter and YouTube followers during this period

• Timeline : January – December 2015

• Placement: International, national and regional media

• Scale:

• Issued 78 press releases, and conducted a series of interviews and media visits to showcase SBI’s diverse initiatives.

• Organised 55 exclusive face-to-face interactions for Ms. Bhattacharya with top editors of leading national and international media.

• Ms. Bhattacharya received numerous accolades during the year. These include Forbes Asia’s powerful business women & 50 ‘Power Businesswomen list’, Forbes - Best CEO-Public Sector bank, Forbes- Leading lights of India Inc. and Fortune India –The 50 Most Powerful Women in Business among others.

• Tier-1: MK Rekhi, General Manager, PR, SBI : The PR campaign helped us to connect with the youth, increase our customer base and establish the bank as a new-age banking leader.

• Tier-2:

• 9 magazine cover stories, 43 big-format print interviews and 220 television interviews

• 17810 media clips generating over 2.2 billion impressions (coverage X circulation)

• 2475 print-media articles on SBI’s technology initiatives with 112 articles on SBI Buddy.

• Tier-3:

• During CY-2015 SBI’s total customer-base increased 14.9% to 311 million of young customer-base (18-35 years) increased 18.22% to 96.08 million

• SBI consolidated its leadership position in mobile banking with a market share of 38%; its customers grew 76% during the year to 12.5 million; internet-banking customers increased 19% to 25 million

• ‘Youth for India’ CSR fellowship programme received 15000 applications

• SBI buddy downloads crossed 439,427 since its inception in August 2015