Corp Bank GMs are brand ambassadors too

A few months ago, when Ajai Kumar, Chairman and Managing Director, Corporation Bank, was going through an issue of a well-known international publication, he found a picture of an Indian CEO on the cover page. After making enquiries, he discovered that it was a complimentary issue with a false cover having the picture of that particular CEO on it.

That set him thinking, and soon Ajai Kumar thought of implementing that idea in the branding exercise of his bank also. That is why you see in the latest series of advertisements of his bank. They come with the picture of the General Manager in-charge of a particular vertical. Ajai Kumar, who believes in the strength of people (Corp Bank staffers) and products, had highlighted this on several occasions.

He told Business Line that General Managers are the operational heads in banks. And with disarming modesty, he said: “CMDs and EDs come and go. It is these people (GMs) who are running the show.”

“Rather than using any other brand ambassadors, I am creating branding for my bank through my people who put heart and soul into work,” he said.

Recall value

Such measures instil confidence among the customers and other stakeholders, he said. Most of the customers and other stakeholders would have interacted with these GMs. They would remember that this person had done some work for them. This will help increase recall value of the brand.

Asked about the reactions for this campaign, he said he is getting good feedback from both customers and fellow bankers.

With a smile on his face, he said: “I hear that after seeing our advertisements, GMs of other banks are asking their CMDs for such ads.”

vinayak.aj@thehindu.co.in