In the past one year, the 82-year-old private sector bank, has adopted a three-pronged approach towards its transformation into a new age high growth bank. These include launch of innovative products and services, creation of a nationwide footprint and evolving a strong brand communication for its diverse customer base.

As part of its new mandate, O&M will help the bank to design and implement a comprehensive go-to market communication approach, which will reflect the new philosophy and approach of the brand -"Dhanalakshmi Bank".

The agency will also aid help the bank to create an entirely new customer experience and to incorporate a young and contemporary look across all customer touch-points.

Added Ogilvy and Mather executive chairman and creative director -South Asia Piyush Pandey, "Dhanalakshmi is a bank with tremendous heritage and value systems. I look forward to a wonderful journey to make Dhanalakshmi a top-of-the-line national institution."

The creative works for the bank will kick off by the end of the year, informs O&M SVP Ashish Malhotra.

Meanwhile, Dhanalakshmi Bank is still scouting for media partners.

"We are still talking to various agencies and will be finalising the partner soon," says Mehra.