“Compliance stopped our TV film a week before it aired.”
Agree a claim sheet at the brief: approved rates, charges and disclaimers. We clear scripts before any shoot money is spent.
Home / Industries / BFSI / Advertising
Industry · BFSI · Advertising
Advertisingfor banks and insurers
Since 201565+ in-house teamKolkata office, 5 team bases
TV, print, radio, outdoor and branch ads, cleared with your compliance team from the brief, and counted in applications.
A strategist calls you in one working day.
/ 01 Advertising for banks
The small printis part of the ad.
In financial advertising, regulators decide what must appear and how big it must be, so the small print is planned with the idea, not added at the end. PromotEdge plans and makes TV, newspaper, radio, outdoor and digital ads, plus branch and ATM branding, for banks, NBFCs (non-bank lenders), insurers and other financial services brands.
The aim: more of the right people apply for an account, a loan or a policy.
The rate, the charges, the risk warning and the registration details are not extras for the last frame. We write them into the script and the layout on day one.
This page covers paid advertising only. The wider plan is on our banking, financial services and insurance (BFSI) marketing page. App-led brands can read about fintech marketing, and brokers about insurance marketing.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 Services
Services forbanks, NBFCs and insurers.
All 6 services in one place. Tap one to see how it works.
BFSI marketing
The full plan behind the ads.
TV, print, radio and outdoor
Regional TV and district newspapers where your branches are.
Branch and ATM branding
Sign boards, glow signs and LED screens.
Google and YouTube ads
Search and video ads, after Google verification.
Google AdsYouTubeLead generation and tracking
Landing pages and WhatsApp send enquiries to the nearest branch.
WhatsAppSEO for finance
Search pages cleared with your compliance team.
Google/ 03 Checklist
Brand basics checklist
Tick what you already have. The rest is where we can help.
The basics
11 items
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For banks, NBFCs and insurers
8 items
- Interest rate, fees and charges in every adRBI/2026-27/115 para 85K (banks), 101K (NBFCs). From 1 January 2027.
- Disclaimer sized for each mediumASCI: TV two lines, 4 seconds each; print 7 to 10 point.
- Hoarding disclaimer sized to its heightASCI: 2.6% of height; 100 point at 400 sq ft or more.
- Spoken disclaimer, at most 6 syllables a secondASCI disclaimer guidelines, ascionline.in.
- Disclaimer in the language of the claimASCI disclaimer guidelines, ascionline.in.
- Google financial services verificationGoogle Ads policy: verified advertisers only, for financial ads in India.
- A consent record for promotional messagesRBI para 85L: explicit consent first. From 1 January 2027.
- One approval file for every adGood practice: each version, who cleared it, and when.
/ 04 What usually gets in the way
What gets in the wayand the way through.
General guidance, not legal advice.
“Our disclaimer flashes past so fast nobody can read it.”
Shorten the claim so the disclaimer can be short. ASCI, the Advertising Standards Council of India, allows two full lines on TV, held four seconds each.
“Our ads are in English, but branches are in district towns.”
Run most ads in the local language. ASCI wants the disclaimer in the claim's language. Each language version gets its own sign-off.
“We sell another firm's insurance or fund. Whose name goes on the ad?”
Show the maker's name. RBI, the Reserve Bank of India, bars a bank from advertising another firm's product as its own. IRDAI, the insurance regulator, wants a distributor's ad approved in writing by the insurer.
“Google keeps rejecting our loan and insurance ads.”
Get verified first. Google shows financial services ads in India only from verified advertisers. We finish that check before launch week.
“The campaign looked great. Did it bring applications?”
Plan measurement before media. Campaign-only phone numbers and QR codes go on every ad, so regions can be compared.
“RBI's new rules are coming. Our posters and brochures are everywhere.”
List what is live, from posters to ATM stickers. We check each against the rate-and-charges rule before 1 January 2027.
“Nobody knows which version of each ad was cleared.”
Keep one approval file per ad: each version, who cleared it, and when. AI tools can flag unapproved words. Your compliance team gives the final yes.
Rules, rejections or old posters holding a launch back? Tell us which, and we'll tell you where we'd start. Tell us what is stuck
/ 05 How we work
Advertising for financial services,step by step.
- 01
1. Map the licence and who signs off
RBI covers banks and NBFCs, SEBI covers funds, IRDAI covers insurance. We list each product's rules and name who approves what.
- 02
2. Build one claim you can prove
Our creative team starts from a claim your compliance team has cleared. ASCI's code says an ad must not mislead about security or returns. We size the disclaimer for each TV, newspaper, radio and outdoor version.
- 03
3. Plan media around your branch map
We rank districts by branch count, then book media with proof of release. Branch and ATM sign boards are delivered through the PromotEdge group.
- 04
4. Clear ad accounts and creators first
We finish Google's financial services check before the first search ad. SEBI-regulated firms must not tie up with unregistered advice-givers, so we check each creator.
- 05
5. Send responses to applications, then count
Lead generation sends each enquiry to the nearest branch. RBI's 2027 rules ask for explicit consent, calls between 9 am and 7 pm, and no dark patterns (tricky designs).
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
From 1 January 2027, RBI wants bank ads clear, factual and open about rates and charges. Plan for it now.
Advertising for banks and insurers in depth
The rule that matters
RBI's directions of 15 June 2026 apply from 1 January 2027. A bank's pamphlets and brochures must be clear and factual, and show the interest rate and other fees and charges. Promotional messages go only to customers who gave explicit consent. A bank must not advertise a third-party product as its own. NBFCs get the same text in their own directions.
Source: Reserve Bank of India. RBI/2026-27/115, 15 June 2026, paragraphs 85J, 85K and 85L. In effect from 1 January 2027. Read 10 Oct 2026 (https://rbi.org.in/scripts/BS_CircularIndexDisplay.aspx?Id=13485). Same text for NBFCs, RBI/2026-27/123, 15 June 2026. Checked 4 Oct 2026 (https://rbi.org.in/scripts/BS_CircularIndexDisplay.aspx?Id=13493)
How buyers decide
Our view: people choose a bank or a policy close to home. They go by the branch they pass, the agent they know and what family says. An ad earns a look, and a branch visit, a call or a WhatsApp chat decides. They drop out when the rate, the charges or the catch are hard to find.
What you can do, and what is not ours
You can keep one claim sheet, one approval file and one person who signs off. You can ask your product team for the rate and the catch in plain words. Clearing an ad is your compliance team's call, not ours. We cannot promise applications, approvals or returns, and we give no financial advice.
How we would deliver, and why each step
We start with the licence and the sign-off, because each regulator has its own rules. We write the disclosures into the first script, because sizes are set for each medium. We plan media from your branch map, because customers decide near home. We count applications, because reach alone pays no bills.
Bodies to know
ASCI: the Advertising Standards Council of India. It calls itself an independent self-regulatory body for fair and honest advertising, and the public can raise complaints with it.
AAAI: the Advertising Agencies Association of India, formed in 1945. It promotes agencies' professionalism and sound practice with advertisers.
AMFI: the Association of Mutual Funds in India. Its site carries fund data and sections for investors and distributors.
Source: Official sites of each body, read 10 Oct 2026
Not sure which medium to start with? Let's go through your branch map together. Share your branch map
/ 06 Cost
What affects the cost of advertising for banks and insurers.
No price list. These things move the number.
We don't publish a price list. We quote after a free 30-minute strategist call, against a written scope. Media is billed at actuals.
What affects the cost
- Products and licences. Each regulator adds review rounds.
- Markets and media. National TV costs far more than regional TV or FM.
- Languages. Each version needs its own disclaimers and artwork.
How we quote
- A free 30-minute strategist call
- We review past campaigns, then send a one-page plan
- A written quote follows within 2 working days. You approve it first
What you get in the quote
- The media plan
- Creative and production
- Language versions
How it is billed
| Way of working | When it fits |
|---|---|
| Campaign fee | Fixed scope. Timeline confirmed in the quote |
| Monthly retainer | Minimum 3 months, 30 days' notice to stop |
| Media at actuals | Itemised and approved by you |
Ask each agency how many compliance rounds are included.
/ 07 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Our beliefWhat can't be measured can't be achieved.
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Proof and reading
What people say
In their own words
What clients told us after working with PromotEdge.
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. …”
Bimal ShahExecutive Director at Fine Organic Industries Limited“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA Metaliks“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik Lighting“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. …”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics Group“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta Foods“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think …”
Joy BhattacharjyaCEO at Prime Volleyball League“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. …”
Mom MitraMarketing Head at Ilead“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. …”
Satabdi SahuLead - Brand and Content at ABP Education“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantIndependent view“It’s a great way to be back at PromotEdge. …”
Priyam GhoseContent Creator
Bank, NBFC, insurer or fund house?
Tell us what's not working.We'll show you where the applications are.
Straight answers.
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Ask four things. Can they show disclosures sized for TV, print and outdoor? Will they bring your compliance team in at the brief? Can they plan media around your branches? Will they report applications, not only reach? Ask for a sample claim sheet.
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It depends on the media mix far more than on the sector. Regional radio and newspapers in a few branch towns cost a fraction of a national TV launch. We don't publish a price list. A written quote follows within 2 working days.
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From 1 January 2027, RBI's new directions apply. Advertising material must be clear and factual, and show the interest rate and other fees and charges. A bank can't present a third-party product as its own. Promotional messages need explicit consent. This is general guidance, not legal advice.
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Not today. SEBI's Mutual Funds Regulations, 2026 bar celebrities, testimonials and rankings in ads. On 24 September 2026, SEBI's board approved a common code allowing celebrities for brand-level promotion, with prior approval. Until then, the current code applies. This is general guidance, not legal advice.
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IRDAI's 2024 regulations, which replaced its 2021 advertisement rules, ask for fair and true ads that reflect risks, with the insurer's registered name and its trade name or logo. Ads must not hide exclusions or use illegible text. A distributor's ad needs the insurer's written approval first. This is general guidance, not legal advice.