Mr. Rana Kapoor created a one-of-a-kind campaign, ‘India Bole Yes,’ with the Indian young in mind, and he successfully reflected the Yes Bank ethos via it. Young Indians’ eagerness for new prospects and adapting to the global environment symbolised India’s readiness to answer “Yes.”
The “India Bole Yes” campaign, created by Mr. Rana Kapoor in 2015, was the first of its type in India and represented optimism, progress, development, and inclusivity. The ethos of Yes Bank, a new-age private sector Indian bank for India’s youth, was expressed in the brand campaign. Mr. Rana Kapoor, the Bank’s former Managing Director and CEO, highlighted “Yes” as the central theme of the “India Bole Yes” campaign to not only promote the brand, but also to reflect the Bank’s objective to partner with and assist the growth and development of its young customers. Yes Bank, a consistent early mover in all areas, launched this brand campaign across multiple digital platforms rather than relying solely on traditional mediums; the campaign was across multiple channels and forums- from television to feature films, music to fashion to social media- to reinforce youth confidence in the Indian economy. Rana Kapoor expressed his vision of India on a monthly basis through the India Bole Yes campaign, which was well-received by the public.
Rana Kapoor’s optimism, foresight, and faith in India were reflected in this ad. Furthermore, YES Bank represents the ideals of hard effort, perseverance, and self-confidence, and the campaign aims to highlight this side of the country’s youth. A positive mindset can help you conquer any obstacle and gives you the assurance that you will win. India is a diverse country full with hope and courage. Rana Kapoor believes that a better outlook is achievable for a country with such a large population and an unwavering business spirit if people can have a positive mindset. Young Indians reacted overwhelmingly positively to the campaign. With a campaign encouraging people to say “Yes” to their ambitions and take the first step toward embracing the world, Yes Bank implanted the idea of positivism and optimism.
In the first burst of communication for ‘India Bole Yes,’ the brand spent roughly ten to twelve crores and ran a campaign for two to three months, with 40 percent of the budget going to print, 40 percent to television, and about 20 percent to outdoor.
The campaign was released at the onset of Diwali and saw the major cities of India with hoardings, billboards and bus stands showcasing this powerful campaign. Yes, Bank also partnered with BCCI for IPL which helped the Bank become a household name.
YES BANK has followed an innovative model for its branding and marketing activities since its inception. One of its prominent marketing campaigns – YES Money Plant drew a parallel between the growth of money with the growing plant, through which it sought to invite potential customers to bank with YES BANK.
During Rana Kapoor’s tenure, Yes Bank launched the India Bole Yes campaign, which aimed to create a more inspiring and wealthy India that is stronger and has enormous growth potential. This campaign was exceptional, and it was actually successful in fostering a sense of positivism in young India and building Yes Bank as a powerful Indian brand, thanks to the visionary, Rana Kapoor.
