Background

• Yes Bank was the Associate Sponsor of the Pepsi IPL Cricket Tournament
• Brand promise – Yes Bank Maximum (highest interest rate of 7% on savings bank accounts)
• Alignment in IPL – Every six was called a Yes Bank Maximum, giving visibility to the brand
• Yes Bank Maximum award was given to the player who hit the most sixes in any match

Objective

• Maximum social media visibility and engagement around Yes Bank Maximum

Campaign Details

• Social media promotions for the entire duration of the tournament
• Series of tactical contests on Facebook and Twitter every day
• Creation of IPL memes using special YES BANK branded characters
• White-labelled a cricket game created by Zapak and converted it to a Facebook app on the Yes Bank page
• Objective was to hit sixes and daily high-scorers would win match tickets
• Further amplification by asking people in stadiums to spot Yes Bank branding and share pictures
• Lucky winners from these contests were given IPL merchandise to increase user generated content
• Entire campaign was supported by ad spends across Facebook, Twitter, LinkedIn and Google

Results

• Recorded the highest-ever social media engagement on Yes Bank pages during this campaign
• #YesBankMaximum trended ahead of #PepsiIPL itself on 2 occasions
• Won various awards including the CMO Asia Award for best social media campaign