Marking its 66th foundation day on July 1, State Bank of India has announced several initiatives and campaigns for its customers and employees.
The bank has introduced a musical logo (Mogo), launched a visual campaign dedicated to its 45 crore customers and unveiled its familiar tagline ‘The banker to every Indian’, with a refreshing look.
In an innovative brand strategy, SBI has taken a step towards sonic branding and launched its musical logo (Mogo) and MogoScape (sonic palette) creating a pleasant signature tune. SBI’s Mogo expresses the key emotions and feelings of a brand that is referred to as ‘The banker to Every Indian’. The melodic tune sounds as warm and harmonious whilst underpinning the scale and expanse of a forward-looking SBI.
Dinesh Khara, Chairman, SBI, said, “Music can connect at a deep emotional level, and we intend to leverage the power of musical melody to create a holistic brand identity that all our customers can relate to, across demographics and psychographics.”
The bank, which has a rich history of over two hundred years, of which the last 66 years has been in its present form, has also launched a thematic brand campaign ‘I am the “I” in SBI’. Iconic SBI brand with its diverse product offerings ensures that there is a relevant product for fulfilling the needs of diverse groups of customers, both in India and abroad. The tagline of bank has also been re-launched in a fresh avatar — “The banker to every Indian”— making it new and contemporary by giving ethnic twist in the very word ‘Indian’ is presented.
SBI also came up with an Anthem - ‘Hum Saath Hai’. The lyrics is all about how SBI is there at every stage of customer’s journey and contributes to nation building.
‘I am the “I” in SBI’ campaign:
Anthem: ‘Hum Saath Hai’