ROHITASH CHANDEL

Role operates at an enterprise scale with national brand governance and multi-portfolio ownership.

• I lead brand marketing responsibilities across Current Account, Startups, GIGA, Government & Institutional Banking (GIB), ABCP, Mutual Funds, and Sovereign Gold Bonds, along with the branch and ATM network.
• The role sits at the intersection of brand, business, and governance, balancing speed, scale, and compliance across diverse portfolios.

Key contributions:

• Own brand governance across 8,700+ branches and 20,900+ ATMs, working closely with regional teams, compliance, and central stakeholders to ensure consistency and trust at scale.
• Built differentiated customer ecosystems for startups, GIGA, inclusive banking, and government segments, strengthening HDFC Bank’s modern, digital-first, yet institutionally credible positioning.
• Influenced ₹41,800 crore AMB under the Startup program, with ₹230 crore new AMB added during H1 FY25–26 through ecosystem branding and on-ground visibility.
• Supported mutual fund and SGB campaigns, contributing to ₹60,000+ crore in business and 67,000+ new ISA accounts over the campaign period.
• Enabled current account acquisition, contributing to 466,000 accounts with ₹11,000 crore NAV through sustained portfolio communication.
• Strengthened GIB visibility and trust-led messaging, supporting a ₹3.11 lakh crore AMB book, and ₹12,000 crore new AMB in H1 FY25–26.
• Supported communication for 35,386 Garv Pension accounts, working across defense and government banking ecosystems.

Marketing systems, automation, and efficiency.

• Set up a centralized digital marketing delivery system, reducing creative turnaround time from 12 days to 1 day, and bringing structure to high-volume marketing requests.
• Delivered ₹4.5 crore in cost savings within two months, with an estimated ₹37.5 crore in annualized savings through automation and process redesign.
• Built practical marketing automation tools for RM enablement, personalized one-pagers, and lifecycle communication, improving frontline productivity.
• Initiated AI-based Voice-of-Brand alternatives for IVR, reducing vendor dependency, and delivering ₹12 lakh in annual cost savings.

Partner-led acquisition and visibility.

• Supported the ABCP ecosystem across Sahaj, BLS, CSC, MP Online, and RISL through multilingual acquisition toolkits, signage, and pitch assets.
• Contributed to ₹14,140 crore in liabilities (121% of YTD target) and ₹9,610 crore in assets (10% YoY growth) through partner-led marketing enablement during FY25–26.
• Ensured cross-touchpoint consistency across Startup, GIGA, GIB, and Pension journeys.

Brand visibility and governance.

• Delivered 150+ website (PWS) assets, KV systems, and portfolio narratives across key businesses.
• Led ATM and CRM visibility programs, reaching 5.4 million ATM customers and delivering 240 million CRM impressions with zero incremental media cost.
• Maintained zero governance lapses, ensuring adherence to brand, legal, and SOP standards.
• Recipient of the Gold Star Award (2023) for high-impact brand and transformation work.

• Led integrated B2C marketing across research, media acquisition, digital, and consumer engagement.
• Delivered 75% revenue growth through insight-led, integrated marketing programs.
• Increased website traffic and transactions by 30%, and expanded franchise presence by 40%.
• Recognized for CSR and Sustainable Marketing Excellence, including the #DoTheSmartThing campaign.

• Part of the core team driving brand repositioning and verticalization (Homes, Cars, Jobs, Services).
• Launched Quikr Doorstep, achieving 100% month-on-month growth in goods volume during the launch phase.
• Helped shift perception from generic classifieds to trusted, specialized marketplace platforms.

• Worked on the launch of the premium channel Zindagi, supporting rapid market entry through integrated campaigns.

• Part of the team that repositioned Star Plus as a modern, progressive family entertainment brand.
• Worked on 'Rishta Wahi, Soch Nayi,' contributing to the channel’s return to leadership.
• Recipient of the Game Changer Award (2013).