AU Small Finance Bank (AU SFB), the biggest small finance bank in India, commenced its operations in 1996 specializing in vehicle financing services. In 2015, it was granted the SFB license by the RBI and in 2017, it was acknowledged as a Scheduled Commercial Bank. It introduced a diverse array of innovative products and services including Digital Banking, Video Banking, and cutting-edge Credit Card. Furthermore, it obtained RBI's endorsement for merging with Fincare SFB to enhance the Financial Inclusion initiative. As a result, the merger between Fincare SFB and AU took place in 2024.
AU has introduced a cutting-edge digital banking platform, known as AU 0101, to provide its customers with innovative banking services. A standout feature of AU 0101 is Video Banking, enabling customers to conveniently connect with its video bankers from the comfort of their own homes. AU has also made history as the first SFB to unveil its very own Credit Card, available in four distinct options - Altura, Altura Plus, Vetta, and Zenith.
In FY 2021, AU SFB unveiled its inaugural mega Brand Campaign 'Badlav Hamse Hai'. To ensure maximum impact and appeal, the SFB enlisted the talents of two highly esteemed and influential actors from Indian Cinema, Amir Khan and Kiyara Advani. With their exceptional skills and versatile personas, Mr. Perfectionist Amir Khan and the youth icon Kiyara Advani truly excelled in bringing this ad campaign to life, elevating the brand presence of AU SFB to new heights. The 'Badlav Hamse Hai' campaign successfully positioned AU SFB as a catalyst for change within the Indian banking sector. As part of this initiative, AU has meticulously planned the release of a series of ad films to showcase its modern-age products and services, including monthly interest, anywhere banking, Video banking, UPI QR, and other noteworthy offerings.
In FY 2023, AU Small Finance Bank extended its highly successful campaign 'Badlaav Humse Hai' with the strategic theme 'Soch Badlo aur Bank Bhi' to highlight its groundbreaking banking solutions that go beyond traditional banking. This campaign reinforced the bank's philosophy of 'Badlaav Humse Hai', with women leading the way in proposing innovative banking solutions. The talented Bollywood actress Kiara Advani played a pivotal role in this campaign, leaving a lasting impression of the brand on people's minds.
The 'Badlaav Humse Hai' advertising campaign has further enhanced the Brand's presence, visibility, and awareness in the current fiscal year. Prior to the campaign, the bank's brand awareness was at 32%. Following the campaign, it has risen to 42%. Spontaneous awareness has seen a significant increase from 4% to 9%, indicating that consumers are able to recall the brand without any prompting. The top-of-mind awareness is at 2%, surpassing many of its competitors. Additionally, brand consideration has seen a remarkable increase from 4% to 12%. These results demonstrate that AU has exceeded its expectations with this advertising campaign. Given its past success, strong impact, and lasting impression, I anticipate that the journey of success for the 'Badlaav' advertising campaign will continue in the future with upcoming ads in the series.
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Data Source
- Company's website
- Annual Report 2023-24
- Investors Presentation
Disclaimer
The content or analysis presented in the Blog is exclusively intended for educational purposes. It is important to note that this should not be considered as a suggestion for investing in stocks or as legal or medical advice. It is highly recommended to seek guidance from an expert before making any decision.