“Banking is boring,” says Banali Malhotra, director of marketing at the UAE’s Rakbank. “Everyone is talking about the same product: rate, fixed-rate, interest rate. Everything is the same and everyone has the same suite of products to offer, so how do you differentiate yourself?”
The answer, she says, is to make advertising more fun and interesting. Over the past decade, Rakbank has run campaigns using animation, animals, aliens, caterpillars, bees, papier mâché and eggs – among other things.
“We’ve not jumped around,” says Malhotra of the different approaches to messaging. “But we’ve tried different things to convey the message, because the message doesn’t rea
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