HDFC Bank will launch a new brand campaign to project itself as a digital bank. According to news reports quoting Parag Rao, head – Cards, Merchant Acquiring Business and Marketing, the campaign will be the largest ever brand campaign undertaken by the bank. The bank is in the process of a digital transformation, he added. He cited the the ‘Bank aapki mutthi main’ of the bank, which projects the bank as a digital one, and said the objective has been to offer everything on the digital medium and with this in mind, the bank has launched several products such as 10-second loans, payzapp, etc on the digital platform. The new campaign will be launched shortly and will run over two to three months and will use print, TV, radio, digital, outdoor, amplified digital communications, ATMs and bank branches media. According to some sources, the bank has earmarked Rs 35 crore for the campaign. In FY2015, as much as 63% of the total transactions in the bank were carried out on the internet and mobile compared with 55% in FY2014 and 44% in FY2013.