YONO SBI launches new campaign to reach masses

YONO SBI, an integrated digital banking platform by State Bank of India, has launched their recent campaign “20 Under 20” to felicitate young leaders. Interestingly, YONO SBI took an unconventional route to reach the masses by working closely with over 2,000 content creators across India citing the young audience they connect.

YONO SBI has been a new-age brand from the house of SBI and is disrupting the integrated digital banking ecosystem with their out-of-the-box thinking and a fresh approach.

The 360-degree influencer marketing campaign saw influencers from every walk of life coming together in support of the “20 Under 20” initiative and propagating the larger message of the campaign. Platforms like Tik-Tok, Instagram, Facebook and Twitter were all used in a strategic way to reach the masses and the vote share is a clear indication of the success story.

Over 1.7 lakh people voted for 60 nominations across 10 diverse categories. Who were shortlisted by eight eminent personalities such as actor Dia Mirza; sports journalist and author Boria Majumdar; Sashi Sreedharan, MD, Microsoft India; Dilip Asbe, MD & CEO, NPCI; and Mallika Dua, social media influencer, among others. Finally, 20 winners were selected basis votes cast by people across the nation.

Dinesh Menon, Chief Marketing Officer, SBI, said, “YONO SBI is the first and only one-of-its-kind comprehensive, digital only platform that brings together not just banking, financial products, but lifestyle products and services as well. In its initial phase, we deployed a digital-only advertising campaign. Besides using our own social media platforms for distributing relevant content, we took to Influencer Marketing, Twitter First view, among others.”