Client Brief

Client: SBI Youth for India Fellowship is the flagship program of State Bank of India Foundation, it is a 13-month long fellowship that enables nation's youth to work on rural development projects in partnership with experienced NGOs.


• Generate awareness and create curiosity about the program in our TG  
• Drive the right kind of audience to the SBI Youth for India website to maximize relevant applications
• Campaign goal - 1.5 lakh  visits in the campaign period


The stategy was to:

• Drive the understanding of the kind of projects the fellows undertake
• How the 13 months of work has benefitted the Rural communities
• How the fellows have benefitted from these  projects
• What does the future hold for both the participants and the rural communities in the context of these projects
• Contextualize/create relevance for the message


Communication approach:
• Thought provoking
• Minimalistic design
• Focusing on the message
• Based on truths discovered by YFI fellows, about Rural India

Mandated Platform: Facebook

Ad Types: 

• Website Click Ads

• Post Promotion Ads




Website Click Ads: 

Reach: 4.6 million relevant users | 48,000 Visits

Page Promotion Ads: 

Reach: 0.64 million | Engagement: 8,420

• 33% of the targeted visits achieved by Facebook alone with 14% of the entire allotted budget

 The campaign won the award for the best campaign at Ad:Tech, New Delhi  in 2017 

Overheard Communications

Digital / Web & Mobile

  1. Mumbai



Category Experience


26-50 Employees

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