DBS Bank is initiating a new brand campaign and has earmarked S$30 million for the purpose. The bank has already stopped using its tagline ‘Living, Breathing Asia’ and is replacing it with a new one. The new brand strategy will target markets across Southeast Asia, Greater China and South Asia and is being taken up in collaboration with Tribal Worldwide Singapore. DBS brand is currently valued at US$6.5 billion, according to Piyush Gupta, CEO of the bank. The bank intends to introduce the new brand marketing campaign across all markets in the coming months, starting with Singapore. This includes ten video clips in a campaign which also comprises digital assets, print, cinema as well as content marketing. The campaign will involve Singaporean Olympian Joseph Schooling, who recently signed a 3-year partnership with the bank to reach out to next-generation Singaporeans through a series of community activities and social media engagements.
