Triton to script Yes Bank push

Yes Bank has engaged Triton Communications and Alok Nanda & Co for developing its advertising campaign.

Initially the campaign would consist of five print advertisements, which will be supported by an outdoor campaign and an audio visual and will also highlight the foundation strength of Yes Bank's professional entrepreneurship led by its promoter Rana Kapoor.

The differentiator for Yes Bank would be its knowledge-driven approach and the bank would seek to build relationships with all its stakeholders, much beyond just financial transactions, said bank officials.

The tagline, 'Experience our expertise', brings forth this essence, they said. The campaign underlines the bank's emphasis on building public trust in addition to creating awareness about the bank.

"As a new age bank, we believe that our social licence to operate is equally important as our business licence," the official said.

The strategy for Yes Bank would be to emerge the preferred financial partner for corporate and emerging enterprises in select knowledge intensive industry sectors including food and agribusiness, life sciences, telecommunications and infrastructure development, textiles, and commodities.

Officials said Yes Bank's ad campaign has been focused and remained clear during the pitch, conceptualisation and execution stages of the campaign.

This focus enabled it to develop multiple creative expressions around the same core positioning.

Through the campaign the bank wanted to communicate 'expertise' in a differentiating manner and simultaneously build the brand as a benchmark for solidity and knowledge.

The bank has also firmed up plans to raise $56.6 million in the next six months to expand its existing equity base.

The bank would raise the money when the current holding pattern would be diluted proportionately for the first round of funding.

Set up with a paid-up capital of Rs 200 crore, the bank's current net worth is Rs 217 crore.

With the infusion of additional equity, the bank plans to set up 30 branches across the country in the next 18 months.

It is also considering an initial public offering as an option to raise more funds subsequently to finance its capital expenditure.

Promoted jointly by the bank's non-executive chairman Ashok Kapur and Kapoor with a 26 percent equity stake each, Rebobank of the Netherlands holds a 20 per cent of the present equity base of Rs 200 crore.

Three overseas equity institutional investors "" CVC-Citigroup, New York, AIF Capital, Hong Kong, and ChrysCapital, San Francisco "" collectively own 25 percent of the remaining equity, with the balance three per cent subscribed by top management executives.