DBS Bank collaborates with leading Indian badminton players
New Delhi: DBS Bank India has taken a significant step to strengthen its brand presence within the country by forming partnerships with five prominent Indian badminton stars. The collaboration involves Lakshya Sen, Satwiksairaj Rankireddy, Chirag Shetty, Treesa Jolly, and Gayatri Gopichand. This move is aimed at fostering connections with a diverse audience and solidifying DBS Bank India’s position in the market, according to a statement released by the bank.
By aligning with accomplished badminton players who have established themselves as sports icons, DBS Bank India seeks to create a meaningful link with its customer base. The partnership goes beyond traditional advertising methods and aims to resonate with audiences on a deeper level, leveraging the popularity and appeal of these athletes.
The decision to partner with these badminton stars is not only a strategic move but also reflects DBS Bank India’s commitment to engaging with the community and promoting sports culture in the country. Such collaborations contribute to building a positive and relatable brand image that connects with various segments of the population.
This partnership between DBS Bank India and the Indian badminton stars is a testament to the growing trend of brands aligning with sports figures to establish a more authentic and resonant presence. By leveraging the popularity and influence of these athletes, DBS Bank India aims to further enhance its brand recognition and engagement among its diverse clientele.
“Badminton is experiencing a surge in popularity across India, and this collaboration presents a wonderful opportunity for us to extend our support to five promising young athletes who hold the potential to become the stars of tomorrow!” remarked Shoma Narayanan, the Managing Director of Group Strategic Marketing & Communications at DBS Bank India.
Narayanan further elaborated that these players embody DBS Bank India’s core values both on and off the court, making them ideal partners to represent the brand. The association with these badminton stars aligns with DBS Bank India’s aim to enhance customer engagement within the country and reinforce the narrative surrounding its unique phy-gital proposition, a comprehensive range of offerings, and robust Asian connectivity.
This partnership transcends traditional brand promotion strategies and resonates with the bank’s commitment to aligning with young talents who embody shared values. The collaboration goes beyond sports, reflecting the bank’s dedication to community engagement and its aspiration to empower the next generation of athletes.
By joining hands with these accomplished badminton players, DBS Bank India demonstrates its dedication to fostering a meaningful connection with the Indian audience. This partnership is expected to create a dynamic platform for engaging with customers while advocating for a holistic approach to financial services.
The collaboration has commenced with an impactful outdoor advertising campaign, setting the stage for further engagement with both customers and employees. DBS Bank India intends to extend this partnership’s reach through its various communication channels, including the bank’s social media platforms, official website, and internal communication channels. Moreover, the partnership’s influence will reverberate throughout the bank’s extensive branch network.
The significance of the partnership extends beyond mere advertising and marketing efforts. The values and attributes inherent in the sport of badminton, such as precision, dedication, teamwork, and the pursuit of excellence, closely mirror the core values of DBS Bank. The bank is deeply rooted in being purpose-driven, fostering meaningful relationships, and driving innovation.
This strategic approach allows DBS Bank India to connect with its audience on multiple levels, forging a deeper connection by aligning its core values with the attributes represented by the sport of badminton. The partnership’s integration into various communication platforms underscores DBS Bank India’s commitment to communicating its values and innovative solutions to both its customers and internal stakeholders.
In essence, the comprehensive nature of this partnership extends beyond traditional advertising and seeks to resonate with audiences on a meaningful and values-based level. By aligning with the core attributes of badminton and integrating these values into its communication channels, DBS Bank India aims to establish a lasting and authentic connection with its customers and employees while promoting its distinctive approach to banking.
The collaboration was facilitated through the sports marketing agency Baseline Ventures, which represents the group of accomplished badminton stars. These athletes have consistently showcased exceptional performance, ascending the global rankings and earning recognition on the international platform. Baseline Ventures played a pivotal role in bringing together the badminton stars and DBS Bank India, fostering a partnership that aligns the athletes’ achievements with the bank’s values and goals.
The involvement of Baseline Ventures highlights the strategic approach in connecting brands with talented sports personalities. By partnering with athletes who have made a mark in their respective fields, companies can leverage the athletes’ credibility, popularity, and values to enhance their brand image and engage with a wider audience.
In the context of the DBS Bank India and badminton stars collaboration, Baseline Ventures’ role in facilitating this partnership underscores the agency’s ability to identify synergies between brands and athletes. The partnership is not only a testament to the athletes’ achievements but also a reflection of the bank’s commitment to fostering meaningful connections with its audience through shared values and aspirations.
Lakshya Sen, a former world junior number one, has garnered significant achievements in his badminton career. His recent victories include triumphs at the Canada Open and notable performances at prestigious events such as the US Open, Japan Open, and the 2021 World Championships.
Chirag Shetty and Satwiksairaj Rankireddy have achieved a remarkable feat by securing the number two spot in the Badminton World Federation (BWF) World Rankings. These two exceptional players are reigning Asian champions and have achieved significant success on the BWF World Tour. Their victories in key tournaments this year include the Indonesia Open 2023 (Super 1000), Korea Open 2023 (Super 500), and Swiss Open 2023 (Super 300).
On the women’s side, Gayatri Gopichand and Treesa Jolly have emerged as India’s rising stars in badminton. Their remarkable performances include making their presence felt at the All-England Championship 2022. Additionally, they have clinched medals at prestigious events such as the Commonwealth Games and the Badminton Asia Mixed Team Championships 2023, showcasing their potential and talent on the international stage.
The partnership between DBS Bank India and these accomplished badminton stars not only aligns with their remarkable achievements but also highlights their dedication, perseverance, and contributions to the sport. This collaboration serves as a platform to celebrate these athletes’ successes and connect their values with DBS Bank India’s brand philosophy.
Ramakrishnan R, the Co-Founder and Director of Baseline Ventures, expressed enthusiasm about facilitating the collaboration between DBS Bank India and some of India’s most notable badminton stars. This partnership serves as a means to enhance customer engagement for the bank in India, leveraging the athletes’ prominence to create meaningful connections. He is confident that with DBS Bank India’s support, these talented players will continue to excel in their careers, inspiring badminton enthusiasts across the nation.
DBS, as a leading financial services group in Asia, maintains a presence across 19 markets. The bank’s headquarters are located in Singapore, and it holds a prominent position within the industry. With a commitment to fostering connections and promoting shared values, the partnership with Indian badminton stars is in line with DBS’s vision to engage with diverse audiences and strengthen its brand presence in the region.
