Q] Bank of Baroda recently launched its first ad campaign with Sachin Tendulkar, ‘Play the Masterstroke.’ Could you walk us through the idea and strategy behind the campaign and the rationale for signing Sachin as the bank’s global brand ambassador?
This campaign with our global brand ambassador, Sachin Tendulkar, is called ‘Play the Masterstroke with Bank of Baroda’. Sachin is an iconic personality, known for his cricketing legacy, unwavering consistency, and the widespread acclaim he has received both in India and overseas. His reliability and the aura he exudes on the field are truly remarkable—unmatched and nearly impossible for any player, celebrity, or icon to recreate with such consistency over time. Similarly, Bank of Baroda, a 117-year-old institution, has navigated various economic and political challenges while consistently remaining at the forefront. We have always stayed ahead of the curve, delivering innovative and relevant products and services with a strong focus on customer centricity. The name of this campaign, ‘Play the Masterstroke’, is also a reflection of this. In cricket parlance, a masterstroke is the perfect shot—executed despite the difficulty of the ball or the challenges faced. It’s the brilliance of the stroke and the final outcome that earn it the title of a masterstroke. It has that wow factor.
We aim to deliver exceptional customer delight by offering the right products at the right time, backed by impeccable service. That’s our aspiration. As a bank with a rich legacy, deep-rooted trust, and a commitment to innovation, we empower our customers to take their decisive financial shot—their masterstroke. Our message is simple: ‘We are your reliable partner; you can count on us.’ With a diverse range of products catering to both high-net-worth individuals and the common man, we enable our customers to achieve their financial aspirations with confidence. If you look at our current position, you’ll see from various communications and reports that we are on a transformative path. There’s a lot of change happening, and we wanted to bring attention to our story and what we stand for in the market. We felt that no one could represent this better than Sachin. So, we conducted a thorough analysis of our brand’s values and traits and found that they perfectly aligned with Sachin’s core qualities. That’s why we onboarded him as our global brand ambassador.
Q] What has been the response to this campaign and partnership?
The response to this partnership has been tremendous. We have been closely measuring the tonality on social media and various platforms, and in just two months, we’ve seen significant traction and a surge in positive sentiment. And this is only the beginning. There is still a long way to go in terms of how we leverage this partnership. It’s going to be a mutually strategic and historic collaboration, allowing us to communicate our products, services, and core values more effectively. Right now, we are primarily focusing on building awareness, but we will gradually move into business acquisition, product promotions, and mass campaigns using this partnership. That’s all in the pipeline. Moreover, we are yet to tap into the international market. Sachin has a strong global appeal, and with our international branches and strategic centres across the world, we plan to extend this partnership beyond India. The response has been fantastic so far, and we expect it to grow even stronger as we roll out more campaigns across different products and segments.
Q] What is the bank’s marketing mix and what medium takes the lion’s share?
Traditional media remains a key part of our strategy, with television usually being the first choice. While it comes with a significant cost, its impact is undeniable. Our marketing mix allocates around 20-25% of the budget to television and approximately 10% to radio. However, our focus is on digital, where we aim to invest around 35-40% of our total marketing budget. Social media is a crucial part of our digital strategy, with a dedicated budget of its own.
We have a follower base of over 8.35 million, making us the third-largest financial brand in India on social media, after SBI and ICICI. What makes this even more remarkable is that our growth has been entirely organic. Most of our communication—whether it’s about new products, services, or initiatives—is driven through social media, allowing us to engage with our customers in a meaningful way. If you look at our official handles across platforms like Facebook, Instagram, YouTube, Twitter, and LinkedIn, you’ll see that our posts generate consistently high engagement. Our goal is to continue building this engagement in a sustainable and organic manner, ensuring that our digital presence remains strong and impactful.
Q] Bank of Baroda has been actively running campaigns and partnerships to engage with younger audiences. How effective have these initiatives been? Are you seeing a rise in Gen Z account openings?
Of course, the response has been very positive. What’s more important is understanding why—it’s not just about product features tailored to this segment, but also the extensive reach we offer. With over 8,400 branches, a strong BC network, and multiple customer touchpoints, we ensure easy accessibility, particularly for Gen Z and college-going students.
Our bob-BRO account, designed for the 18-25 age group, has been a key focus. We actively engage with students through college connect programs at leading institutions like IITs and IIMs, where we conduct on-ground activations and facilitate account openings. But this account is more than just a bank account—it comes with no minimum balance requirement and even offers a Platinum Card with airport lounge access. Today’s students travel frequently, whether for college, hostels, or flights, and we want to enhance their experience. Very few banks offer lounge access with a zero-balance account, and for us, it’s not about their balances right now—it’s about giving them a seamless banking experience. As they progress in their careers, we want to be their trusted financial partner, supporting them in achieving their long-term financial goals.
Q] With GPay, PhonePe, Paytm leading the way with unique marketing strategies from influencer marketing to digital campaigns, what is Bank of Baroda doing for its UPI app to stand out?
All these platforms are excellent and are doing their best in terms of customer service, offers, and features. We have also introduced our UPI app, BOB EPay, which matches these fintech apps in terms of technology, services, resilience, safety, and security.
The key differentiation? This is where a bank like ours stands apart. When it comes to service, grievance resolution, or payment failures, we offer something beyond just a digital platform—we have a physical presence. With over 8,400 branches across the country, including semi-urban and rural areas, customers can walk in and get their concerns addressed in person. Today, on many platforms, customers may not always know where to turn for assistance beyond the app itself. But with BOB EPay, they not only get a robust digital platform with all the necessary capabilities but also the assurance of physical branch support whenever needed.
Q] While influencer marketing is playing out well in every industry, how is Bank of Baroda leveraging influencer marketing to connect with younger audiences?
Influencer marketing is certainly becoming an effective channel for optimising budgets. For banks like ours, banking products are services rather than tangible goods—you can’t physically see or feel them, so understanding their complexity and benefits is key. Influencers offer tremendous trust, and their ability to communicate in a relatable, personal way—often in their own language—gives influencer marketing campaigns a distinct advantage.
We’re very ambitious in leveraging this channel. Over the past two years, we’ve run several influencer campaigns, and the engagement has been immense, running into millions. Our campaigns, aimed at creating awareness, have featured well-known personalities like Sunil Grover, RJ Naved, and our brand endorser PV Sindhu. Influencer marketing works particularly well for financial products because, unlike a 20-second ad or a banner, it’s difficult to fully convey the benefits, complexities, or advantages of such products. Influencers, however, have the ability to explain these in a much more relatable manner. That’s why we continue to use them—to explain our products, build awareness, and foster trust and confidence among our customers.
