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Vignesh Murali

Head – Marketing and Corporate Communications,
Equitas Small Finance Bank

Award winning CMO with 17 Years of experience as a Marketer. Proven track record of building brands from scratch irrespective of their history in the market. Driving campaigns at ground breaking pace with a 360degree approach. Strategic risk taker with keen eye on big picture impact. Implemented jaw-dropping campaigns to leverage on fresh burst of ideas and dynamic demands in consumer mind. Expert in deriving stories from reliable customer data to have a bird’s eye view on business’s growth. Amalgamating sheer business acumen with creative strategy. Known for being an avid collaborator, team builder with strategic approach across disciplines. Go-getter marketer with an ability to see beyond the apparent.

Paving Way for Yellove in your Hearts and Hands!

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Yellove is an emotion for all of us but how would you feel to own that piece of emotion? Yes, I am referring to the limited edition Equitas Bank CSK Debit Card that was launched for the Super Fans during the IPL season! Equitas, being a bank whose home ground is Chennai, this is the 4th season that we are partnering with Chennai Super Kings for IPL. Knowing the pulse of our customers and super fans, we launched the CSK Debit Card for the fans to own and flaunt their yellove.

Marketing is a tricky job! Trust me! It is never easy to address the hearts and minds of the customers! With the CSK Debit card, we were able to touch base the emotional quotient of the CSK fans while also satisfying their intelligence quotient by putting forward the interest rate of earning upto 7%* for savings account balances above Rs 5 lakhs upto Rs 2 Crores.

The Yellove excitement never stops with this. We became one among the first banks to launch the CSK Debit card in a virtual world called Equiverse ( www.equiverse.in )where the visitors can enter and experience the dressing room of the CSK team, walk around the hallway and the match stadium, arrive at the launch of the debit card and take one by opening an account. This was built keeping the customer experience in mind and the shared space provided to the audience in the virtual world with the team’s players’ avatars doubled the excitement of the fans.

The bank has its logo at the back of the helmet and cap of the CSK players, positioning themselves as #BankBehindEveryChampion. There is a champion in every person, not just the CSK players. The Bank is a great promoter of sports through various activities where we have Smriti Mandhana, Indian cricketer and Rani Rampal, Ace Indian Hockey Player, representing the brand across India. From the marketing desk, we have a lot of activities planned ahead for the year and we always love to challenge our own milestones to get the best out of ourselves.

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