TLDR: YES BANK has launched its annual ‘NRI Homecoming’ campaign, themed ‘Zero Means More’, to engage Non-Resident Indians during the festive season. The campaign highlights NRI savings account benefits like zero forex markup and banking charges, leveraging GenAI for storytelling and achieving significant digital reach and engagement through various touchpoints including mall activations and social media.
The NRI Homecoming campaign is YES BANK’s annual initiative designed to engage with NRIs during the festive “Homecoming Season”—a period when many return to India to celebrate with their families. Centered around digital visibility, product-led communication, and festive connect, the campaign builds awareness of YES NRI offerings through a seamless blend of storytelling, product benefits, and customer touchpoints.
This year, YES BANK’s key messaging through ‘Zero Means More’ campaign highlights NRI savings account benefits as below:
Key product proposition for New-To-Bank (NTB):
NRI Homecoming campaign is rooted in warmth, celebration, and festive abundance. As part of our NRI Onam campaign, it celebrates the richness of life in every story we tell, every touchpoint we design, and every interaction we enable.
Commenting on the campaign, Nipun Kaushal, Chief Marketing Officer and Head CSR of YES BANK, said,
“As a Pan-India bank, we celebrate local traditions, regional flavours, and festive moments deeply rooted in family values alongside our customers. Staying true to our ethos of Life Ko Banao Rich, we go beyond banking by becoming part of their everyday lives, transforming product features into meaningful benefits that enrich their journey, while crafting conversations with the power of GenAI.”
Target Audience
Creative Approach
Campaign Highlights
The campaign delivered a strong digital footprint with over 27.5+ million impressions across targeted NRI audiences in the US and GCC regions, while also creating a meaningful regional connect through vernacular outreach that generated more than 8.7 million impressions. Engagement was especially strong among the 25–44 age group, underscoring the relevance of the messaging to younger, globally mobile audiences. The use of culturally resonant storytelling at both national and regional levels further amplified festive visibility. Video content emerged as a key driver, delivering 18 million+ views with an exceptional View-Through Rate of 74%, more than double the planned benchmark of 33%.
ATL & Customer Touchpoints
NRI Homecoming (Zero Means More) AV – Live Links
YouTube –
LinkedIn –
Instagram –
Facebook –
X –
