YONO which stands for (You Only Need One) has been rated as SBI’s one-stop solution to fulfill all banking and lifestyle needs. It is an integrated platform and is offered by SBI across Android, iOS, and web which enables the user to get along with banking and a variety of other financial services along with other features like travel bookings, online shopping, and purchase of groceries, medicines, etc.

As the pandemic situation is worsening day by day SBI needs to swiftly react to the situation and make an appeal to its customers to download the YONO and another app for an undisrupted banking experience and lead in the world of digital banking. As customers find it easy to visit a bank branch for their daily banking needs rather than doing it on an App, SBI has chalked out measures that can give a similar customer interactive experience to the users. This is where conversational marketing shows its effectiveness.
The Conversational form of marketing is powered by AI and is the fastest way to reach people as this form of marketing brings up the power of real-time conversations and delivers the message in a personalized manner.

In case of SBI, its conversation flows via Facebook Messenger and give people the option to download the YONO and other related Apps, and also find out more about the app features, and explore various other SBI Apps.

Ravindra Pandey, Deputy Managing Director (Strategy) and Chief Digital Officer said, “Our customers share a close bond with us. They like to interact with us at the branches and this conversation plays an integral role in their overall banking experience. When COVID-19 disrupted their visits to our branches though we continued to remain open, we were very keen on ensuring that we create a similar conversational experience for our customers. The conversational marketing campaign was delivered through Click-to-Messenger ads, and helped to provide an instant and personal experience. More than half-a-million people have so far started conversations on Facebook Messenger as a part of the #GharSeBanking campaign resulting in a strong response to YONO and other app downloads.”

Gaurav Khurana, Vertical Head for Financial Services at Facebook India said, “A Facebook-Boston Consulting Group research study has revealed that consumers are “bringing the outside inside” and thereby embracing digital services and experiences very rapidly since the pandemic began. SBI swiftly built for emerging consumer trends by building a conversational experience to help consumers get access to banking. They were thus able to provide an uninterrupted banking service through the YONO App to the millions of Indians who rely on them for their daily banking needs. In times of physical distancing, it’s essential to stay in touch with the customer, consequently, conversational marketing digital solutions such as Facebook Messenger can prove to be very effective right now.”

Rubeena Singh, CEO, iProspect said, “The pandemic has caused a behavioral change in the way customers bank. Messaging and communication apps have also seen a huge spike in usage as consumers use these apps to connect with businesses besides family and friends. SBI leveraged this opportunity on Facebook Messenger by reaching out to their consumers to create direct and one-to-one communication and help them with their banking needs. This unique approach of leveraging conversational AI within FB Messenger is a paradigm shift in scaling digital transformation at a large BFSI player such as State Bank Of India, thus helping it seamlessly enter the homes and lives of its consumers. Truly #GharSeBanking.”

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The logo represents swipeable buttons to cue the digital age and through the use of gradient, future-readiness is denoted. “In the tagline, ‘Suraksha and Bharosa, dono’ – ‘Suraksha’ (protection) reinstates SBI General Insurance’s promise to customers to protect them in times of need. ‘Bharosa’ (trust) represents the faith customers have in the parent brand, SBI,” the company said.

The insurance category in India is riddled with fear and insecurity, Pushan Mahapatra, MD, and CEO, SBI General Insurance said. “To address this well and live up to our brand that resonates with “trust”, we have derived the tagline – Security and Trust, both of which in Hindi reads as – Suraksha and Bharosa, Dono. With our new logo, we reinstate and reassure our customers that we are ready to serve their growing needs of services with new-age processes and services,” he added.

According to Shefali Khalsa, head – Brand and Corporate Communications, SBI General as a brand has immense affinity and resonance to trust. The last Dec’19, SBIG completed a decade of catering this trust and insurance solutions to its customers. She further added that “This new identity launch is the new avatar of SBIG, so to say SBIG 2.0 version. The new brand identity and the ‘swipe’ in the logo as elements resonate with the new digital approach. While retaining the legacy of our brand’s parentage, the new look and feel of the brand are to convey our progress and readiness in this digital age,”

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