Yes Bank announces launch of brand campaign INDIA bole YES. The bank has kept Rs 10-12 crore in the first burst of communication for the campaign for a 2-3 month period. 40% of the spending for the campaign will go to Print, 40% to TV, and around 20% to outdoor. The campaign is released at the onset of the festive season. President & country head- brand, digital & retail marketing, Rajat Mehta, said the bank want to rapidly increase its branch network and the board approved numbers that it have of almost doubling it in the year to year and a half, and a lot of these new branches will be in these tier two towns or the emerging towns of India. A year back 95% of its spends on campaigns used to be only focussed on Bombay and Delhi, but now it is going to state capitals, and it makes sense because the bank is going to invest there and the bank sees consumers being receptive to the brand, he said.
