Ratnakar Bank, a major player in the Indian retail banking market, had planned a dramatic and impactful campaign to refresh their external visual identity by reviewing the design of all internally illuminated fascia signs across their network. Additionally, a tactical marketing programme was devised to communicate clearly and simply with Ratnakar’s customers visiting branches or ATM’s.
Two key team members at Ratnakar were responsible for delivering this ambitious programme of activity - Nitin Chopra and Priyanka Dhariwal, operating out of the Bank’s Headquarters in Mumbai.
With some prior knowledge of the range of materials offered by 3M Commercial Graphics in India to the financial services branding market, the Ratnakar Bank team commenced discussions with 3M in Bangalore and were introduced to Abbishek Sharma, Project Manager of 3M Brand Owner Services Visual Merchandising and Design team.
With regard to the new external signage, corporate primary colour selection proved to be critical as was the method of internal illumination, so that the Brandcould be easily visible 24/7 and not just in daytime. Furthermore, ease of cleaning, durability of the sign and graphic materials to fading with UV light, minimising of on-site downtime, and full back-up warranty support were additional needs to be met by 3M.
The interior communications programme revealed slightly different objectives – shorter-term, more economical materials with ease of application and removal were required, with high quality print resolution for close-up viewing. Because of the number of different graphics to be used in the in-branch environment, speed of application and minimal inconvenience to staff and customers were essential.
Ratnakar’s team sought to engage much more strongly with their customers across all services – bill-paying, loans, internet banking, savings, ATM’s and investments - emphasising convenience and flexibility of communication method along with practicalities, reminders and encouragement.
The ICC Branch concept was trialled in Pune in March 2012 and a national installation programme has begun.