AU Bank’s Next Chapter: A Strategic Shift Towards Universal Banking with New Celebrity Faces

AU Small Finance Bank has entered a pivotal phase in its journey after securing in-principle approval from the Reserve Bank of India to evolve into a Universal Bank. This marks a significant step forward for the institution, signalling its ambition to operate at a broader national scale.

A Fresh Brand Identity with New Ambassadors

To accompany this transition, AU has overhauled its brand representation by onboarding Ranbir Kapoor and Rashmika Mandanna as its new celebrity ambassadors—replacing Aamir Khan and Kiara Advani.

This change follows earlier controversies over a previous advertisement that triggered debate for its portrayal of unconventional wedding customs. The bank is now steering its brand narrative in a refreshed and forward-looking direction.

Why Ranbir and Rashmika? Audience Reach and Strategic Appeal

• Ranbir Kapoor resonates strongly with urban, professional audiences, a segment that values trust and dependability—qualities central to financial services.

• Rashmika Mandanna brings widespread pan-India appeal, especially among younger consumers and audiences across South India, strengthening the bank’s demographic spread.

Together, they provide AU with a powerful combination of credibility, relatability, and national reach—key ingredients as the bank positions itself as a mainstream financial institution.

A Nationwide Campaign Focused on Core Strengths

AU is preparing an extensive media campaign across television, digital channels, social platforms, and print. Unlike previous high-concept campaigns, this rollout will emphasise:

• Customer experience

• Simplicity and accessibility

• AU’s established capabilities in savings and current accounts

The focus is on substance rather than spectacle, aligning with the bank’s evolving identity.

Leadership Perspective

Sanjay Agarwal, AU’s Founder and CEO, said, “As we prepare for our transition into a Universal Bank, strengthening customer consideration for our core offerings becomes even more important. Ranbir and Rashmika connect deeply with different parts of India and different types of audiences.

Let's Conclude

With strategic clarity, regulatory backing, and a renewed focus on customer-centric offerings, the bank is positioning itself not just for growth but for long-term leadership in India’s evolving financial landscape.

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