State Bank of India is the largest bank in that country. And among the largest in the world.
But in the United States, the stand-alone State Bank of India (California) was largely ignored.
So it came to Stealing Share.
The bank, with seven branches in California, figured it had two problems.
A lack of awareness. And a lack of preference among the younger set.
The bank thought it was because those of Indian descent wanted to be American.
And not Indian.
So Stealing Share conducted research with those of Indian descent on the West Coast.
We found the exact opposite. They were proud of their Indian heritage.
Most importantly, our testing of precepts unveiled something else.
They trust their experience more than any factor in making decisions.
That meant, no reason to change the name. It's not a barrier.
But align the brand with the idea of using your experience to know best.
A campaign was built around the new theme.
YOUR EXPERIENCE. BANK ON IT.
MAKES YOU STRONGER
HELPS YOU SUCCEED
KEEPS YOU CONNECTED
MAKES YOU SMARTER
HELPS YOU GROW
Everything the State Bank of India (California) says or does flows from that idea.
Outside the branches
And inside them
And so much more. All with one goal in mind: To steal market share.