NEW DELHI: Yes Bank has launched its Nayi Udaan Ki Nayi Zimmedari campaign, that targets the MSME segment by offering products and solutions for their needs and aspirations – while trying to protect their personal and business journeys.  

The campaign aims to highlight the bank’s focus on creating a more wholesome, rewarding banking experience for its individual and MSME customers. With Yes MSME as a plank for the campaign, the bank looks to create a multitude of opportunities, partnerships and resources for the segment to drive business outcomes.  

Conceptualised by BBDO, the campaign comprises a digital film that showcases relatable real-life slices from the lives of MSMEs, underlining the theme of #NayiUdaanKiNayiZimmedari’.  

Yes Bank CMO Jasneet Bachal said, “If 2020 made us collectively learn to adapt to evolving situations by responding to change thoughtfully, in 2021, as a bank, we remain committed to supporting our customers, set the stage for them to grow and partner to help sustain the growth momentum.”  

BBDO India CEO Suraja Kishore added, “This campaign Nayi Udaan Ki Nayi Zimmedari is based on a powerful insight that ‘small and medium entrepreneurs are doers and not dreamers, they are radical optimists who are setting new goalposts, striving to overcome new challenges despite ups and downs of the current times.’ We have tried to established Yes Bank as their trusted partner in their pursuit of success and happiness.”  

The campaign is being promoted across social and digital media, OOH, OTT networks, digital news publisher networks and the bank’s digital assets and branches.