Bandhan Bank has appointed Dentsu Creative Isobar as its creative agency following a competitive multi-agency pitch. The partnership will see the agency lead the bank’s brand strategy, creative development, integrated campaigns and storytelling as it looks to strengthen its brand presence across India.
As part of the mandate, Dentsu Creative Isobar will also develop Bandhan Bank’s brand voice and communication strategy, with a focus on engaging a broader consumer base, including millennials and Gen Z.
Commenting on the partnership, a Bandhan Bank spokesperson said, “As Bandhan Bank evolves into a full-spectrum banking franchise, building a strong, distinctive and emotionally resonant brand remains a strategic priority. We believe meaningful brands are built by understanding customers deeply and engaging them through authentic storytelling. Dentsu Creative Isobar brings the right blend of creativity, cultural insight and strategic thinking, and we look forward to shaping the next phase of our brand journey together.”
Sahil Shah, CEO, Dentsu Creative Isobar, said the agency is excited to partner with one of India’s fastest-growing banking brands and create work that builds meaningful, long-term consumer connections.
Adding to this, Abhijat Bharadwaj, Chief Creative Officer, Dentsu Creative Isobar, noted that modern consumers expect brands to participate in culture rather than simply communicate. He said the agency aims to build a fresh and culturally relevant identity for Bandhan Bank that resonates with the next generation of customers.
The appointment reflects Bandhan Bank’s continued focus on strengthening its brand positioning through strategic storytelling and integrated marketing.
