Advertising and integrated marketing communications programme-a paradigm shift for banks-A case study of Indusind Bank

Advertising has evolved into a vital communications system for both consumers and businesses. The audiences that marketers seek, along with the media and methods for reaching them, have become increasingly fragmented. Advertising and promotional efforts have become more regionalized and targeted to specific audiences. With the dawn of rapid growth of electronic technology and mass media communications, the consumers and business organizations are experiencing the dynamic and revolutionary changes of an era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in information technology/state-of-art developments that have led to the rapid growth of communications through interactive media, particularly the Internet. The ability of advertising and other promotional methods to deliver carefully prepared messages to target audiences has given them a major role in the marketing programs. Developing marketing communications programs that are responsive to these changes is critical to the success of banks. The efforts of 4 D, Differentiation, Diversification, Domain leadership and Dynamism in business have become the new age mantra for the banks. In this research paper, a case study on IndusInd Bank, which has grown rapidly in the last decade of twenty first century, has been attempted. IndusInd Bank plans to increase its customers from current strength of 9.5 million customers to 20 million and its branch strength of 1200 to 2000 by 2020. To be focussing on customers and business expansion, the IndusInd bank would expand with digitization, operations performance and productivity improvements, customer experiences and overall sustainability. IndusInd Bank has integrated their advertising efforts with a variety of other communication techniques such as websites on the Internet, direct marketing, sales promotion, publicity and public relations (PR)and event sponsorships.