For more than a month now, State Bank of India
has been running ad campaigns – basically a set of teaser questions, all of which end with a matter-of-fact “SURPRISINGLY SBI”.I particularly liked the ad campaign, because SBI is probably the only “old bank” that I respect and would like to bank with. If you visit branches of old-gen banks, you would know why. I have had particularly poor experiences with Indian Bank. SBI’s new ad campaign meant that it was looking into the future, and wanted to push its way into the ground it had lost to banks like ICICI, UTI and HDFC.
However, my dad was not impressed with the ad campaign. He was of the opinion that SBI got the last line totally wrong. “SURPRISINGLY SBI” gives the impression that SBI is some lowly two-branch bank, and not the 200000-strong behemoth that it actually is. The ad campaign should have ended with “NOT SURPRISINGLY SBI”, which would have conveyed the bank’s pre-eminence.
Sucheta Dalal (Financial Express) and Kaps (Sambhar Mafia) express similar opinions.
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