SBI appoints Omnicom Media India as digital marketing partner

State Bank of India has appointed Omnicom Media India as its digital marketing partner after a competitive pitch process. The mandate is estimated at Rs. 250–260 crore, making it one of the biggest digital media accounts in India’s banking and financial services sector.

Under the partnership, Omnicom Media India will manage SBI’s digital marketing strategy, planning and execution across multiple platforms, audiences and customer touchpoints. The assignment reflects SBI’s continued shift toward a more digital-first approach as it looks to deepen engagement with customers in both urban and rural markets.

The agency is expected to bring its data, technology and audience-planning capabilities to the mandate, including tools such as Omni and Acxiom. Those capabilities should help SBI improve segmentation, campaign optimisation and personalised communication at scale.

For SBI, the move is about strengthening its online presence while keeping pace with how consumers now interact with large financial brands. Digital channels increasingly shape awareness, product discovery and customer service expectations, especially for a bank with SBI’s scale and reach. A more coordinated digital strategy can help the lender build stronger relevance across retail banking, savings, loans and newer digital offerings.

For Omnicom Media India, the win is a major addition to its portfolio and a strong signal of confidence in its integrated media capabilities. The mandate also shows how banks are now treating digital marketing as a core business function rather than a supporting activity. With this partnership, SBI is betting on more targeted, measurable and data-led engagement to support its next phase of growth.