Country's
second largest private sector lender HDFC
Marketing, which has launched 'sonic branding' or a musical logo,
today said it will spend over Rs 30 crore to promote the new brand
positioning which stresses on the digital banking.
"We
have launched a distinct tune which represents the brand. This is a
part of a national campaign that was launched before Diwali",
its marketing head Kartik Jain told PTI.
The
'sonic branding' is being included at all the touch-points like ATMs
and phone-banking application, where customers will hear the tune, he
said.
The
effort is part of a national marketing campaign stressing the digital
banking, he said.
The
campaign involves a spend of over Rs 30 crore, a senior official
said.
Jain
said the 360-degree campaign was first rolled out in non-metro cities
before Diwali, and will soon be hitting the eight metros.
Last
fiscal, the bank had invested Rs 140 crore in advertising efforts.
Article
Source: Business
Standard
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