A walk through YES Bank’s World Environment Day initiative!

Brand

Yes Bank

Objective

World Environment Day is observed to raise awareness about environmental conservation and preservation through responsible practices, an ideology also shared by YES Bank since its inception.

Not only was YES Bank established on the principles of Responsible Banking, but has also managed to inculcate a strong sense of accountability through numerous socio-economic and environmental initiatives over the years, creating sustained value for its stakeholders. Through its World Environment Day initiative, YES Bank reiterated their commitment towards the same.

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Execution

This World Environment Day, YES Bank kick-started their activity by turning the logos of all their digital assets to the colour green, grasping the attention of their digital audience and conjuring a sense of intrigue.

YES Bank changed their brand logo to green on their website, app, and social media assets across platforms.

YES Bank proceeded to drop the curtains with the Green Future: Deposit, an initiative based on the genesis of environmental responsibility. As a part of the Green Future: Deposit initiative, YES Bank committed to raise INR 1,000 Crores and earmark equivalent proceeds towards Sustainable Development Goals aligned sectors.

For every customer who opens a Green Future: Deposit, YES Bank will plant a tree, offering their customers an innovative way to safeguard the planet’s interests while they earn interest.

Keeping the conversation going on World Environment Day, the brand pivoted their Green Good Deeds campaign, around the Beat Plastic Pollution theme, urging their customers to give up the use of plastic bags, while sharing everything the bank has been doing towards beating plastic pollution through an interesting video.

YES Bank has also been actively associated with a long-term commitment towards cleaning up the Yamuna through the Namami Gange project, and on 2nd June 2018, a group of volunteers cleared up over 15 tons of waste making a huge contribution towards the environmental cause.

Results

YES Bank managed to become to break the clutter of BFSI brands effectively weaving a hard-hitting message through campaign into their brand ethos.

The brand did not just talk the talk, but also managed to walk the walk through several initiatives, right from a brand, to a product to a CSR level, creating a significant impact while at the same time managing to share their message to the right niche.