Mumbai, May 23, 2025 – Unity Small Finance Bank (Unity Bank), a new-age bank, has unveiled its maiden brand campaign, ‘This is New Banking’. Setting a fresh precedent in the banking sector, the campaign adopts vibrant pastel colors, concise messaging, and targeted imagery to emphasize Unity Bank’s dual focus: enhancing brand recognition and showcasing its unique product offerings.
Unity Bank defines New Banking as smarter way of banking using—a blend of innovation, convenience and higher earnings driven by technology. This approach places the customer at the center of everything the bank does, offering a seamless experience that is:
- Quick and innovative
- Inclusive – differentiated products for cross sections of society
- Available 24×7 across digital platforms and the bank’s ~300 banking outlets
From opening accounts and transferring funds to securing loans within minutes and enjoying competitive interest rates and locker facilities, Unity Bank’s services are designed to be simple, fast, and readily accessible.
The ‘This is New Banking’ campaign adopts a multi-channel strategy, utilizing digital platforms, out-of-home (OOH) advertising, print media, and influencer collaborations. The use of a vibrant color palette and minimalist messaging aims to create a distinct and memorable impact, resonating with diverse audiences, including digital-first youth, professionals, entrepreneurs, and senior citizens.
Inderjit Camotra, MD & CEO, Unity Bank said, “Our aim is to service 10 million customers with accessible, inclusive, and modern banking over the next few years. This campaign is a pivotal step in that journey – building brand salience, deepening trust, and accelerating our scale through high impact outreach. ‘This is New banking’ is our commitment to making financial services simpler, smarter, and more convenient.’’
Commenting on the campaign’s launch, Animesh Bhartiya, Group Head – Marketing, Unity Bank, said, “At Unity Bank, our focus is on putting the customer at the center of all we do. New Banking goes beyond transactions to create meaningful connections. Whether day or night, online or in-branch, Unity Bank democratizes modern banking, offering a delightful and inclusive experience. This campaign brings alive our promise of New Banking.”
Sharing his enthusiasm for the campaign, Ravi Deshpande, Founder and Chief Creative Officer of Whyness Worldwide, said, “Unity Bank’s promise of New Banking is a disruption in the banking industry. This customer-first, empathetic, and inclusive approach inspired us to craft a vibrant and creative communication strategy. Through this campaign, we aim to passionately showcase Unity Bank’s refreshing and revolutionary banking platform.”
Unity Bank is a Scheduled Commercial Bank that commenced operations in November 2021. It has a deposit base of over Rs 10,000 crores, a loan book of over Rs 8,500+ crores with a network of approximately 300 Banking Outlets across 20+ states & UTs in India. It offers services across consumer banking, business banking, inclusive banking, digital banking and treasury services.
For more information about Unity Bank and its services, please visit www.theunitybank.com
Link to the Brand Films
https://youtu.be/Q_mklNKoYq8?si=wn5aNx1zwx-Ol2kp
, a new-age bank, has unveiled its maiden brand campaign, ‘This is New Banking’.){kind=link}