RBL Bank is the latest entrant in the Credit Card business. The Business landscape is cluttered by various Credit Card Brands. To thrive in this business, RBL Bank had to stay fresh, relevant and modern in its outlook.
We looked at Lifestyle touch-points of various customer segments and realized that the needs of the younger demographic were not addressed. We highlighted services that appealed to the young population. New cards were introduced to celebrate occasions, events and sports. A clear communication strategy defines the roadmap for the Credit Card Brand and Sub-brands and lays impetus on the points of differentiation. A visual hierarchy reflecting the Brand architecture is represented in the design of the Credit Cards and Welcome Kits.
RBL Bank Credit Card business is possibly the fastest growing Brand in its category. RBL Bank stands distinct with its differentiated Credit Card offerings. Having introduced 20 Credit Cards in the past 2 years, RBL Bank's business has witnessed a 30% growth in 2015.