Archive · 11 Aug 2025
Indian Banks Boost Ad Spends, Targeting Growth and Clients
Imagine banks are trying to get your attention.
They're spending a lot more money on ads to do it!
Over the past five years, they've increased their ad spending a lot.
Some banks like ICICI and Kotak Mahindra spend the most.
It's not just about getting you to know their name anymore; it's about getting you to actually open an account or use their services.
They are also trying to attract wealthier customers.
Even though banks are spending more, it seems like they aren't getting as much "bang for their buck" as they used to, meaning that the money they spend on ads doesn't bring as much money back.
Indian banks increased advertising spending by 160% over five years.
ICICI Bank and Kotak Mahindra Bank had the highest ad spends in FY25.
State-owned banks also significantly increased their advertising budgets.
Banks are focusing on full-funnel marketing, aiming to drive conversions.
Efficiency of ad spending has declined despite rising budgets.
- Who
- Large-cap banks, both public and private sectors.
- What
- Indian banks increased advertising expenditure substantially.
- When
- Over the past five years, with FY25 as a recent data point.
- Where
- India
- Why
- To strengthen brand presence, acquire customers, and drive conversions.
Bank Strategy
Traditional Strategy
Full-funnel strategy vs traditional marketing
Bank Strategy
Focus on creating brand awareness. Banking marketing traditionally focused on demand creation.
Traditional Strategy
Banks are focused on the full funnel marketing from awareness and consideration to driving conversion, such as account openings or credit card sales.
- Ad Spend Increase (5 years)
- 160%
- Highest Spenders (FY25)
- ICICI Bank, Kotak Mahindra Bank
- ICICI Bank Minimum Deposit
- Rs 50,000
- Kotak Solitaire Program
- Premium banking for high-net-worth individuals
- Federal Bank FY25 Ad Spend
- Rs 51 crore
- Federal Bank FY21 Revenue/Ad Rupee
- Rs 602