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Indian banking sector was experiencing massive change. Several private and foreign banks had entered the market with their “Anywhere, Anytime Banking” model. SBI on the other hand was a public sector bank which hadn't evolved in 50 years. Due to that it had lost significant market share, its market cap had dropped and customer satisfaction was at all time low.
ONE STORY SOLUTION
CONCEPT
SBI management team identified that for better performance it needed to change employee attitudes, improve internal communication, and create a customer-centric work culture. They initiated the same through the Parivartan program and Citizen SBI program along with Illumine labs.
The Parivartan program was meant to bring about grassroot cultural change. And the Citizen program was designed to sensitize the change across the workforce i.e from grassroot clerks, to scale IV officers, right upto senior management.
One Story designed films to influence stagewise transformation. The first was to bring awareness of the change initiative. The next was to assimilate the change. The final one to embody it.
PUBLISHING STRATEGY
The films became a part of almost 4000 workshops, held across 100 venues across the country
As a technology upgrade happened as part of this program the films became a part of the newly established company intranet.
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