Name: Precise Marketing Strategy Of AU Small Finance Bank - 2025
Brand: IIDE
Rating: 9.9 (103837 reviews)

medium_upload-1736873754519.png

small_upload-1736873754519.png

thumbnail_upload-1736873754519.png

upload-1736873754519.png

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>About AU small finance Bank –</b></h2><p><img decoding="async" class="aligncenter wp-image-362775 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736873751304-3731d31cf4cbc968db54660281ce3325.webp" alt="marketing strategy of au small finance bank - logo" width="310" height="152"></p><p style="text-align: center;"><b>Source – www.aubank.com</b></p><p><span style="font-weight: 400;">An Indian small finance bank with headquarters in Jaipur, India, is called AU Small Finance Bank Limited. On April 19, 2017, it changed its name from AU Financiers (India) Ltd, a vehicle finance firm, to a small finance bank. </span></p><p><span style="font-weight: 400;">Micro and small enterprises that have little to no access to official banking and finance channels, as well as low- and middle-income individuals, are served by AU Small Finance Bank. Loans, deposits, and payment products and services are all provided by the Bank.</span></p><p><span style="font-weight: 400;">The business was established as a private limited company on June 29, 2017, by Sanjay Agarwal, managing director and CEO of AU Small Finance Bank. He owns a 28.5% share in the Bank and is a first-generation entrepreneur and merit-holding, Chartered Accountant. He is aided by a group of 23,486 workers.</span></p><p><span style="font-weight: 400;">The market capitalization of AU Small Finance Bank, which is listed on the NSE and BSE, is Rs. 37,942 crores. The stock increased 51% on its first day of trading, making it the most expensive bank in India based on price-to-book.</span></p><p><span style="font-weight: 400;">The bank’s growth prospects were further enhanced by the Reserve Bank of India’s addition of the bank to its list of commercial banks in November 2017, which decreased the cost of short-term funding and enhanced the bank’s capacity to offer services.</span></p><p><span style="font-weight: 400;">AU Small Finance Bank, with yearly revenue of 3,410.87 crores (US$427 million) and total B/S assets of 31,198.68 crores (US$3.9 billion), was rated 355 on the list of Fortune India 500 (2019) companies. According to CRISIL Ratings, ICRA Ratings, India Ratings, and CARE Ratings, AU Bank has a long-term credit rating of “AA-/Stable.”</span></p><p><b>Quick Stats on AU small finance Bank –</b></p><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><table class="dcf-table dcf-table-bordered dcf-table-striped dcf-w-100%"><tbody><tr><td>CEO</td><td>Sanjay Agarwal</td></tr><tr><td>CMO</td><td>–</td></tr><tr><td>Area Served</td><td>India</td></tr><tr><td>Industry</td><td>Financial</td></tr><tr><td>Market Revenue</td><td>Rs.3817 Crore (2021)</td></tr><tr><td>Vision</td><td>To be the world’s most trusted retail bank and coveted employer that is admired as the epitome of financial inclusion and economic success, where ordinary people do extraordinary things to transform society at large, thereby guaranteeing Trust, Confidence and Customer Delight.</td></tr><tr><td>Tagline</td><td>‘Badlaav Humse Hai’</td></tr></tbody></table></div><h2><strong>Marketing Strategy of AU small finance bank –</strong></h2><p>Let’s start the marketing strategy of AU small finance bank by discussing its STP Analysis.</p><h3><strong>Segmentation, Targeting, and Positioning</strong></h3><p><span style="font-weight: 400;">AU small finance bank segments its services into –</span></p><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Personal Banking</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Commercial Banking&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Digital Banking</span></li></ul><p><span style="font-weight: 400;">AU small Bank finance targets the age group (18- 60) and,</span></p><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Children</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Millennials</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Students</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Home-maker</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Salaried</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Senior Citizens/Pensioners</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Farmers</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Non-Residen Indian (NRI)</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Small Businesses</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">MSMEs</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Self Employed Professionals</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Trust/Association/</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Societies/Clubs (TASC)</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Corporates</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Govt institutions</span></li></ul><p><span style="font-weight: 400;">AU’s positioning in the market has increased after their several collaborations and campaigns as mentioned in the blog. AU small finance Banks’ powerful message to bring a change in the banking system as well as in society helped in positioning as their message made close contact with the hearts of people.</span></p><h3><b>Marketing Campaign</b></h3><ul><li aria-level="1"><b>Badlaav humse hai campaign</b></li></ul><p><img decoding="async" class="aligncenter wp-image-362779 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736873751856-b6994acdb5e17dd31c2de4c40b707edb.webp" alt="marketing strategy of au small finance bank - marketing campaign" width="402" height="174"></p><p><span style="font-weight: 400;">It was released to make a shift in the banking system and freedom from old habits. The bank aims to spread the advanced banking feature:</span></p><p><span style="font-weight: 400;">As stated by RBI’s guidelines AU has started a journey of becoming a universal bank by next year. TV is chosen as an important medium to raise brand awareness to reach their target segments.</span></p><p><span style="font-weight: 400;">AU Finance Bank released its first festive campaign for Ganeshotsav under its umbrella </span><span style="font-weight: 400;">#BadlaavHumseHai</span><span style="font-weight: 400;">. The campaign addresses the age-old custom of males in the household eating before the women.</span></p><ul><li aria-level="1"><b>AU Bank comes up with a digital-only campaign for LIT Credit Card on June 28, 2022.</b></li></ul><p><img decoding="async" class="aligncenter wp-image-362778 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736873752605-7ddc1e890522c2e5c9a4f2b194efb876.webp" alt="marketing strategy of au small finance bank - marketing campaign" width="406" height="217"></p><p><span style="font-weight: 400;">AU Small Finance Bank recently launched the LIT (Live It Today), Credit Card, for young, digital-savvy cardholders.</span></p><p><span style="font-weight: 400;">Launched over YouTube, the digital-only campaign of LIT Credit Card includes three 15-second films that highlight the unique benefits that LIT Credit Card has to offer.</span></p><p><span style="font-weight: 400;">The digital campaign of LIT Credit Card is a performance-driven marketing campaign focusing on lead generation.”</span></p><ul><li aria-level="1"><b>PAAKHI- save the bird campaign</b></li></ul><p><img decoding="async" class="aligncenter wp-image-362777 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736873753092-05c97ecf74790dd33b872d1caa4aea52.webp" alt="marketing strategy of au small finance bank - marketing campaign" width="406" height="204"></p><p><span style="font-weight: 400;">The campaign was held to establish an emotional connection with the youth and enable quality lead generation.&nbsp;</span></p><p><span style="font-weight: 400;">In that campaign, more than 90 branches in the west, north, and south participated.</span></p><p><span style="font-weight: 400;">AU provided clay pots in residential areas, parks, and more to provide birds water in scorching summer. It was one of the most memorable campaigns AU bank has launched.</span></p><h3><b>Social Media Marketing</b></h3><p><span style="font-weight: 400;">Social media marketing is really important when it comes to gathering the audience at large and no wonder a bank like AU Bank uses it to its full advantage.</span></p><p><span style="font-weight: 400;">The Bank can be found on these –</span></p><ul><li><span style="font-weight: 400;">Facebook: 328,624 followers</span></li><li><span style="font-weight: 400;">Instagram: 21.4k followers</span></li><li><span style="font-weight: 400;">Twitter: 12.6k followers</span></li></ul><p><span style="font-weight: 400;">As we can see from the above stats, the AU is most followed on Facebook and they keep their followers. AU keeps its customers hooked up on all the platforms and they are super active in all the channels. The type of content that the AU utilizes is; informational, promotional, and awareness and as well they do festivals’ wishes and more too.</span></p><p><span style="font-weight: 400;">Hey, If you want your business to get successful on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term </span><a href="https://iide.co/social-media-marketing-course-online/"><span style="font-weight: 400;">Social Media Marketing course offered by IIDE</span></a><span style="font-weight: 400;"> in which you will get everything you are looking for to know-how marketing works on social media.</span></p><h3><b>SEO Strategies</b></h3><p style="text-align: center;"><img decoding="async" class="aligncenter wp-image-362776 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736873753805-bab1d18969eb5f8e51fadf1df8c8a289.webp" alt="marketing strategy of au small finance bank - ubersuggest seo screenshot" width="392" height="486"><b>Source – UberSuggest</b></p><p><span style="font-weight: 400;">As per the SEO (Search Engine Optimization) ranking, it is stated that the number of keywords – which is below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that AU small finance bank has 133K+ organic keywords and this is considered amazing. This means the digital marketing of AU small finance bank has gained an amazing number of insights.&nbsp;</span></p><p><span style="font-weight: 400;">Also, the traffic per month is around 554K+ which is also Great Traffic. Hence, AU small finance bank is going so well in SEO as well. It has great SEO strategies.</span></p><h3><b>Influencer Marketing&nbsp;&nbsp;</b></h3><p><span style="font-weight: 400;">As a part of influencer marketing AU small finance bank has chosen Bollywood superstars – Kiara Advani and Aamir Khan as their leading influencers. Both stars have rising popularity among youth as an icon. Both of them are seen promoting AU Bank services in a series of advertisements. You can check AU Bank’s social media handle to know more.&nbsp;</span></p><p><span style="font-weight: 400;">“Kiara Advani is one of the most popular Indian film actors and a youth icon. Her professional choices and repertoire of work find perfect resonance with AU’s journey so far” said Sanjay Agarwal.</span></p><h3><b>E-Commerce Strategies</b></h3><p><span style="font-weight: 400;">Another factor for this bank to be renowned is because they have an online portal that is active 24/7 for the customers for account opening as well as other facilities.</span></p><h3><b>Mobile App</b><b>s</b></h3><p><span style="font-weight: 400;">The bank has a mobile app named&nbsp; </span><b>AU 0101</b><span style="font-weight: 400;">.&nbsp;</span></p><p><span style="font-weight: 400;">Users can avail of the service of smart Banking and can also Enjoy 24×7 access to their funds through AU 0101 App and AU 0101 NetBanking, a video banking facility, and more according to the user’s convenience.</span></p><p><span style="font-weight: 400;">AU provides WhatsApp Banking services to their customers. The savings account can be opened by just texting the bank via WhatsApp and one can also find one’s nearest branch at their convenience.</span></p><h3><b>Content Marketing Strategies</b></h3><p><span style="font-weight: 400;">The Bank is very agile in terms of content marketing.&nbsp; They are very fast in sharing their content with their target customers. They are very active to upload blogs to their customers about the facilities they provide with just a click.</span></p><p><span style="font-weight: 400;">The blogs are about financial literacy and account opening including savings accounts, current accounts, fixed deposits, credit cards, debit cards, Digital banking Insurance, and more.</span></p><p><span style="font-weight: 400;">This ends with the elaborative marketing strategy of AU small finance Bank. Let us conclude our learning below from the marketing strategy of AU small finance Bank.</span></p></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>What’s unique about the marketing strategy of AU small finance bank?</b></h2><p><span style="font-weight: 400;">The bank has targeted all sorts of people and touched the sentiments and emotions of each audience.&nbsp;</span></p><p><span style="font-weight: 400;">Campaigns such as PAAKHI and Teacher’s day were held to build an emotional connection with the audience of every age group.&nbsp;</span></p><p><span style="font-weight: 400;">The desire is to bring a change in social norms and accept the new change in stereotypes whether it’s the Bank’s new digital-friendly facilities or the society.</span></p><p><span style="font-weight: 400;">Video banking to open a savings account is a new facility introduced in 2022 by AU Bank only.</span></p><p><span style="font-weight: 400;">The bank is famous for its “Badlaav humse hai” Campaign urging the rising importance of digital marketing going with a rapid change.&nbsp;</span></p><p>To conclude, the Marketing strategy of AU small finance bank is amazing.</p><p><span style="font-weight: 400;">Check our </span><a href="https://iide.co/online-digital-marketing-course/?swcfpc=1">Online Digital Marketing Course </a><span style="font-weight: 400;">if you want to learn more and improve your marketing skills. Alternatively, you can enrol in the </span><a href="https://iide.co/master-mba-digital-marketing/"><span style="font-weight: 400;">Post-graduation Program in Digital marketing</span></a><span style="font-weight: 400;">.</span></p><p><span style="font-weight: 400;">We hope this blog on the marketing strategy of AU Bank has given you a good insight into the company’s marketing strategies.</span></p><p><span style="font-weight: 400;">If you like such in-depth analysis of companies just like the marketing strategy of AU Bank check out our</span> <a href="https://iide.co/case-studies/">IIDE Knowledge portal</a><span style="font-weight: 400;"> for more fascinating case studies.</span></p><p><span style="font-weight: 400;">Thank you for taking the time to read the marketing strategy of AU Bank, and do share your thoughts on this case study marketing strategy of AU small finance Bank in the comments section below.</span></p></div></div>

<div class="raw-html-embed"><h3>
Courses Recommended for you
</h3></div>


medium_ks-cta-bg.webp

small_ks-cta-bg.webp

thumbnail_ks-cta-bg.webp

ks-cta-bg.webp

Register Now

<div class="raw-html-embed"><ul>
    <li>
        45 Mins Masterclass
    </li>
    <li>
        Watch Anytime, Anywhere
    </li>
    <li>
        1,00,000+ Students Enrolled
    </li>
</ul></div>

medium_Karan-Shah-cta.webp

small_Karan-Shah-cta.webp

thumbnail_Karan-Shah-cta.webp

Karan-Shah-cta.webp

small_dm-masterclass-sidebar-cta.webp

thumbnail_dm-masterclass-sidebar-cta.webp

dm-masterclass-sidebar-cta.webp

<p style="line-height:1em;">
    <span style="font-size:34px;">Learn Digital Marketing for FREE</span>
</p>

<div class="raw-html-embed"><h2>
Frequently Asked Questions
</h2></div>


<h2>Awards &amp; Recognition</h2>

small_home-page-odmc-image.webp

thumbnail_home-page-odmc-image.webp

home-page-odmc-image.webp

download-icon.webp

Get Brochure

Advanced Online Digital Marketing Course

<p>Our alumni secured top digital marketing roles by showcasing the impactful projects they completed during IIDE’s advanced digital marketing course.</p>

<h2><span>Real-World Projects</span> That Launched Careers</h2>

<p>Stand out in the digital marketing industry with globally recognised certifications from IIDE and top platforms like Google, Meta, and HubSpot.</p>

<h2>Earn Globally Recognised <span>Certifications</span></h2>

<h2>Choose What's <span>Best for You</span></h2>

<p>Our online digital marketing course with placement includes an updated syllabus, featuring the latest digital marketing concepts. With practical training &amp; numerous live projects, this syllabus will prepare learners for today’s demanding industry.</p>

<h2>Master Digital <span>Skills That Matter</span></h2>

<p>Become a digital marketing strategist in today’s AI-dominated industry with some of the top online digital marketing courses in India offered by IIDE.</p>

<h2>Digital Marketing <span>Tools You’ll Master</span></h2>

No cost EMI and flexible 6, 9, or 12 monthly plans available.

EMI partners

<p>Enrolling in our online digital marketing course with placement means more than just learning from the top minds in the field — You can also choose to step onto our campus, connect with trainers, and learn in an inspiring environment.</p>

<h2><span>Campus</span> Immersion</h2>

<h2>Frequently Asked <span>Questions</span></h2>

<p>Select the certification that aligns with your goals. Want an even richer experience? Don’t forget to opt for Campus Immersion to take your learning to the next level.</p>

<h2>Your Investment in a <span>Brighter Future</span></h2>

<h2>Our <span>Hiring Partners</span></h2>

<p>Our trainers are seasoned professionals bringing years of expertise to every session. With their guidance, you’ll gain practical insights and the skills needed to lead in the digital world.</p>

<h2>Learn From the <span>Best Minds in the Industry</span></h2>

<h2>Learning <span>Methodology</span></h2>

<h2>Our Placement Statistics</h2>

<p>Our advanced digital marketing course is all about empowering students with real-world industry knowledge, hands-on learning, and the confidence to innovate and lead in the digital age.</p>

<h2>We don't just teach digital marketing, <span>we build Digital Leaders!</span></h2>

<p>We've helped thousands turn their dreams into careers through our digital marketing course with placement. Their success stories are all the proof you need.</p>

<h2>Turning Ambition Into <span>Achievements</span></h2>

<h1>Top Online Digital Marketing Courses in India With <span>AI Integrated Syllabus</span></h1>

<p>Explore how IIDE helped shape their careers and fuel their success</p>

<h2>Hear It From <span>Our Alumni</span></h2>

Download Brochure

<p>UAE’s best Online Digital Marketing Course taught by industry experts in a comprehensive and interactive format with self-paced and live online sessions.</p>

<h2>We Don’t Just Teach Digital Marketing — <span>We Build Digital Leaders</span></h2>

<h1>#1 Online <span>Digital Marketing Course in Dubai</span></h1>

<h2>Learning Methodology</h2>

<h1>#1 Online <span>Digital Marketing Course in Nepal</span></h1>

<p>An overview of the career support and accomplishments of alumni from our Digital Marketing PG programs.</p>

<p>93% of IIDE Students Are Placed At Top Organisations</p>

<h2><span>Our Alumni</span> Leading the Digital World</h2>

<p>54% Average Salary Hike</p>

<h2>Awards &amp; <span>Recognition</span></h2>

small_home-page-pg-course-card.webp

thumbnail_home-page-pg-course-card.webp

home-page-pg-course-card.webp

Post-Graduation in Digital Marketing & Strategy

<p>Our alumni secured top digital marketing roles by showcasing the impactful projects they completed during the course.</p>

<p>Stand out in the digital marketing industry with globally recognized certifications from IIDE and top platforms like Google, Facebook, and HubSpots.</p>

<h2>Earn Globally Recognised <span>Certification</span></h2>

Curriculum Co-Designed & Co-Certified by Industry Leader

<p>Fastrack your digital marketing career with our 11-month Postgraduate Programme.</p>

<p>Our A-Z digital marketing curriculum goes beyond execution. We'll show you how to strategise like a pro, with practical experience to back it up. Here's a glimpse of what you'll learn:<br>&nbsp;</p>

<h2>PG in Digital Marketing &amp; <span>Strategy Syllabus</span></h2>

<h2><span>Digital Marketing Tools</span> You'll Master</h2>

<p>Fees start at:</p><h3>₹ 24,427 / Month</h3><ul><li>750+ In-person hours of learning</li><li>Mentoring from CXO's &amp; CMO's of leading brands</li><li>6 live brand projects</li><li>3 months mandatory Internship</li><li>100% Placement Assistance</li><li>No cost EMI and flexible 6, 9, or 12 monthly plans available.</li></ul>

Empower Your Education With Scholarship

Scholorship worth of

<p>Choose a payment plan that works for you. With flexible options, we make it easier to invest in your future and achieve your dreams without compromise.</p>

<p>Our trainers are seasoned professionals bringing years of expertise to every session. With their guidance, you'll gain practical insights and the skills needed to lead in the digital world.</p>

<p>Our PG in digital marketing &amp; strategy is all about empowering students with real-world industry knowledge, hands-on learning, and the confidence to innovate and lead in the digital age.</p>

<h2>Achievements of Our <span>Graduate</span></h2>

<p>From cutting-edge facilities to real-world training, IIDE offers an unparalleled environment for digital marketing educations.</p>

<h2>The IIDE Experience: <span>A Campus Built for Success</span></h2>

<h1>PG in Digital Marketing &amp; Strategy With Placement Assistance</h1>

<p>Explore how IIDE’s digital marketing courses helped shape their careers and fuel their success.</p>

Glimpse of what you’ll learn

Unlock Placement Statistics

<p>
    Dive into the numbers that make us the #1 choice for career success
</p>

medium_Salary Distribution_Desktop.webp

small_Salary Distribution_Desktop.webp

thumbnail_Salary Distribution_Desktop.webp

Salary Distribution_Desktop.webp

thumbnail_Salary Distribution_Mobile.webp

Salary Distribution_Mobile.webp

<p>
    Want to Know Why 2,50,000+ Students Trust Us?
</p>

<div class="raw-html-embed">
<h3><span>Related</span> Blogs
</h3></div>


In this case study, we’ve explained the marketing strategy of au small finance bank with its market campaign and many more.

Precise Marketing Strategy Of AU Small Finance Bank - 2025

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400;">In our previous article, we learnt the marketing strategy of the </span><a href="https://iide.co/case-studies/marketing-strategy-of-bank-of-india/"><span style="font-weight: 400;">Bank of India</span></a><span style="font-weight: 400;">. In this article, we will focus on the <strong>marketing strategy of AU Small finance bank.</strong></span></p><p><span style="font-weight: 400;">AU is one of the well-known commercial banks which serves many financial services to all walks of life people and all sorts of businesses. Middle-income people are getting a lot of benefits because of the AU finance bank. The micro-financed businesses are also able to smoothly run their business with the facilities provided by the AU small finance bank.&nbsp;</span></p><p><span style="font-weight: 400;">The bank is ranked 257th among the Fortune India 500 Companies, enabling a convenient banking experience with many industry-first initiatives.</span></p><p><span style="font-weight: 400;">Thus, as you can see, the world is fully digital now, and marketing is an important part of every industry. If you are interested to know more about marketing then do check out our </span><a href="https://masterclass.iide.co/video/digital-marketing-fundamentals?utm_source=Blog&amp;utm_medium=Internal_Link&amp;utm_campaign=MasterClass"><span style="font-weight: 400;">Free Masterclass on Digital Marketing </span></a><span style="font-weight: 400;">by the CEO and founder of IIDE, Karan Shah.</span></p><p><span style="font-weight: 400;">We will learn the entire marketing strategy of AU small finance Bank by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.</span></p></div></div>

<div class="raw-html-embed"><ul style="text-align:left;">
    <li>
        45 Mins Masterclass
    </li>
    <li>
        Watch Anytime, Anywhere
    </li>
    <li>
        1,00,000+ Students Enrolled
    </li>
</ul></div>

Precise Marketing Strategy of AU Small Finance Bank

Aditya Shastri

Courses Recommended for you

Aditya Shastri