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IDBI Bank partners Saathiya to serve its customers better

Purvita Chatterjee

MUMBAI, Nov. 27

IN a bid to serve its customers better, IDBI Bank has decided to co-brand itself with the about-to-be-released film - Saathiya.

The bank has decided to send out Saathiya cassettes, with its name mentioned on the cassette covers, to all customers who fill out its suggestion forms to offer better services.

In a pamphlet addressing its customers, Mr Ajay Bimbhet, Country Head - Retail Banking, says, "At IDBI Bank, we couldn't find a more suitable word than Saathiya to describe the special bond that connects you to us. As your partner, nothing gives us more satisfaction than fulfilling your smallest banking needs. After all, it's the confidence and trust you have placed in us that motivates us to serve you better."

By approaching Saregama, the music company which has the rights to the film, IDBI has brought out special editions of the cassettes by branding the product along with its own name to drive home the message of `partnering' its customers for each of its products and services.

Considering IDBI Bank wants to build `a relationship for life' with its customers, the name of the film aptly stands for the same message. Says Mr Bimbhet, "A trusted companion is at the heart of every relationship. Someone who's there with you in good times and bad. A true Saathiya, whom you can count on at every step in life."

The name of the film has been used to address its customers in the suggestion forms as well. For instance, the pamphlet says, "The day your Saathiya made you smile - tell us about instances where you felt that we have enhanced your banking experience or The day your Saathiya let you down - tell us about the instances where you felt disappointed with our services."

Adds Mr Amish Tripathi, Head, Marketing, IDBI Bank, "Today there is not much product differentiation among private banks and it is service which is the only distinguishing factor." This co-branding initiative is an effort to distinguish the services offered by IDBI Bank and is expected to have a long-term rub off on its own brand in the future.

As Mr Bimbhet stresses to his customers, "The music is an expression of everything we believe to be the spirit of a successful, life-long partnership. The same spirit that is at the heart of the relationship we share with you."

IDBI has co-branded itself with an earlier film - Kabhi Khushi Kabhi Gha, again playing upon the name of the film to talk about its services. The fact that sometimes customers are happy and sometimes they are not made the bank use the film's name as a co-branding exercise to address its customers about improving its retail products and services.

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