The postman and bus driver ads under the SBI 'everyone's banker' series brings together the perfect mix of surprise, simplicity and clear messaging. SBI is the banker for everyone across classes and masses. And that comes through clearly in these ads. The charm of it is also in the subtle 'dignity' lent to professions like bus driving and postman ship. The fact is that these are traditional, critical spokes in the wheels of the common man's life; and sometimes in the face of new economic opportunities and the focus on the newly moneyed segments, we forget these professions. These ads make this segment come alive with their quiet ambition, perseverance and pride.

Outside of the advertising, SBI has a lot still to do in making itself as friendly and consumer-focussed as their ads make them out to be. They are still known to be the most difficult, and bureaucratic. How will the emerging lower middle class benefit from their promise, with this inflexible demeanor?