Banking glocally…

When IIPM comes to education, never compromise

Bertrand Russell, philosopher and logician from England had popularly said, “Do not fear to be eccentric in opinion, for every opinion now accepted was once eccentric”. Ever since its inception in 1865, Hongkong and Shanghai Banking Corporation (HSBC) has been advocating this philosophy not only to grow in the banking sector but also to establish its prominencewith respect to its communication. The burly bank acquired Mercantile Bank of India in 1959, commencing a journey that has gone through many milestones till now. The year 1987 witnessed first ATMs installed in the nation by HSBC. The strategy adopted by the bank globally, throughout the 1990s mirrored on “Managing for Value” that helped it to accrue earnings in both, established and emerging markets.

By the year 2002, HSBC had started bringing out commercials that voiced its presence across the globe with a tag-line: HSBC – The world’s local bank. “HSBC has managed to smartly juxtapose its communication (with global campaigns) to suit the Indian audience and I think that’s the hallmark of this global entity,” says Josy Paul, National Creative Director of JWT, HSBC’s global advertising agency.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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