YES BANK drives festive engagement with its NRI Homecoming campaign
FinTech BizNews Service
Mumbai, September, 05, 2025- The NRI Homecoming campaign is YES BANK’s annual initiative designed to engage with NRIs during the festive "Homecoming Season"—a period when many return to India to celebrate with their families. Centered around digital visibility, product-led communication, and festive connect, the campaign builds awareness of YES NRI offerings through a seamless blend of storytelling, product benefits, and customer touchpoints.
This year, YES BANK’s key messaging through ‘Zero Means More’ campaign highlights NRI savings account benefits as below:
Key product proposition for New-To-Bank (NTB):
1. Zero forex markup on USD remittance
2. Zero Banking charges
3. Zero Cross-Currency Markup on International Debit Card transactions
NRI Homecoming campaign is rooted in warmth, celebration, and festive abundance. As part of our NRI Onam campaign, it celebrates the richness of life in every story we tell, every touchpoint we design, and every interaction we enable.
Commenting on the campaign, Nipun Kaushal, Chief Marketing Officer and Head CSR of YES BANK, said,
“As a Pan-India bank, we celebrate local traditions, regional flavours, and festive moments deeply rooted in family values alongside our customers. Staying true to our ethos of Life Ko Banao Rich, we go beyond banking by becoming part of their everyday lives, transforming product features into meaningful benefits that enrich their journey, while crafting conversations with the power of GenAI.”
Target Audience
The campaign effectively resonates with:
· Working professionals settled abroad
· Seafarers
· Parents of students studying overseas
· NRIs investing in India
Creative Approach
· Leveraged GenAI for visual and motion treatments, enabling festive storytelling at scale while maintaining creative consistency.
· Designed stories and activations to highlight both emotional connect (celebration, abundance) and functional benefits (savings, zero charges).
Campaign Highlights
The campaign delivered a strong digital footprint with over 27.5+ million impressions across targeted NRI audiences in the US and GCC regions, while also creating a meaningful regional connect through vernacular outreach that generated more than 8.7 million impressions. Engagement was especially strong among the 25–44 age group, underscoring the relevance of the messaging to younger, globally mobile audiences. The use of culturally resonant storytelling at both national and regional levels further amplified festive visibility. Video content emerged as a key driver, delivering 18 million+ views with an exceptional View-Through Rate of 74%, more than double the planned benchmark of 33%.
ATL & Customer Touchpoints
· Featured across 1300+ ATM screens and CRMs, along with digital signage in YES BANK House and 12 regional offices.
· High-impact mall activations in Trivandrum (Lulu Mall) and Kochi (Forum Mall) attracted 300+ visitors and generated 120+ leads in just 3 days.
· Customer engagement initiatives are underway in NRI-focused branches, extending from Onam celebrations into Navratri and Diwali.
