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DBS - Driving usage of a new business channel

The Challenge:
When "India's Best Foreign Bank" (Financial Express-E&Y Survey India's Best Banks 2010), launched its iBanking facility, they wanted a communication approach that informed their existing customers of this new convenience swiftly and cost-effectively with a far-reaching effect. The challenge of course lay in breaking the mindset of people to migrate to the more sophisticated and faster online process from the conventional offline methods.

The Solution:
To break the inertia, it was important to convincingly offer the advantages of iBanking instead of just informing about the availability of the new service. Hence the eDM approach was used with a simple, direct and hard-hitting communication which offered the ease of opening fixed deposits instantly without the hassle of any associated paperwork.

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