Purvita Chatterjee

Mumbai , March 17

HDFC Bank has appointed I-Contract as its direct marketing agency to implement an end-to-end customer management programme.

Having unleashed a mass media campaign recently, the bank is now beefing up its back-end operations to make the existing customers venture into the rest of its services and products. Mr Ajay Kelkar, Head of Marketing at HDFC Bank, told Business Line, "The purpose is to increase our product holding per customer across our 2.5-million customers. I-Contract will be responsible for our direct marketing activities and will help in reaching out to the existing database of customers."

Mr S. Swaminathan, Senior Vice-President, I-Contract, said: "Today banks tend to sell a whole range of products. The objective is to cross-sell and up-sell the bank's products and give its existing consumers the appropriate preferential treatment in terms of service and value."

The bank had recently unleashed a mega campaign across media christened `Don't Wait' targeting youth in the 25-35 age bracket in SEC (socio economic classification) A and B. It is an initiative taken by the bank to reach out to niche customers and impress on them that they do not need to `wait' to fulfil their dreams. It also drives home the fact that HDFC Bank is a one-stop financial supermarket, which caters to all their needs and offers the best of the solutions available in the marketplace.

Reinforcing its existing baseline, `We understand your world', Euro RSCG, the agency handling its creative account is driving its latest campaign with the message `You don't have to wait till you are grey to own the house of your dreams or cruise around in the car you always wanted'. Claims Mr Suman Srivastava, Executive Director, Euro RSCG, "Consumer insight tells us that today we are an impatient generation which is not willing to wait.''

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