Country’s second largest private sector lender HDFC Bank, 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.

The `sonic branding is being included at all the touch-points, including ATMs and phone-banking application, where customers will hear the tune.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.

About HDFC:-

• HDFC Bank Limited is an Indian banking and financial services company. Incorporated in 1994, it is the fifth largest bank in India as measured by assets.
• It is the largest private sector bank in India by market capitalization as of February 2014.
• The bank was promoted by the Housing Development Finance Corporation, a premier housing finance company (set up in 1977) of India.
• According to the Brand Trust Report 2014, HDFC was ranked 32nd among India’s most trusted brands.
• HDFC was ranked 45th on the list of top 50 Banks in the world in terms of their market capitalization.

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