Urja Communications

Client Brief

HDFC Bank, India’s No.1 Bank wanted to boost their Personal Loan customer base, through a multi-wave Personal Loan customer acquisition campaign - Jiyo Shaan Se. They identified a loan customer base that was being lost to competitors. Basis their behavior, the TG base was further segregated into 2 groups.


The idea was to create an impact on customers, as the thought developer for our core message. Our email marketing campaign targeted all potential customers looking for Personal Loan. The idea was to directly communicate the key prepositions that connected with the relevant customer.


To achieve the objective, we used the effectiveness of one-to-one communication. For a better positioning of the offering, the customer base was segregated based on their behavior – disloyal (who will never take a loan from the bank) and over-the-fence (Who are equally likely to choose other bank for a good offer)



84% reduction in Cost Per Lead for Personal Loan Campaign done in the previous year.
The campaign did well as the CTR was really high.

Urja Communications

Digital Marketing

  1. Mumbai



Category Experience


51-100 Employees

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