To build a strong future e-customer base, banks are trying to attract kids, an untapped market segment.

We immediately fall in love with a smart kid in a TV commercial who goes to the bank to deposit the small amount that he has saved in his piggy bank. He is well served and the ad superbly serves its purpose by conveying the right message to the target audience that the customer irrespective of his stature is taken care of. Does it convey anything else to the banking fraternity other than that of using a child as a model in the commercial? Will it emotionally appeal to the viewers or the target audience? Yes, it certainly shows the banking industry's initiatives to woo children, the future citizens; more importantly, future customers.

In this hyper-competitive era, banks are very desperate to attract new customers as well as sustaining existing ones with a variety of banking products from savings account to retail loans, personal banking to corporate banking, bancassurance to mutual funds, and Internet banking to mobile banking. But almost all the adults have been fed up with a variety of banking products, hence new is not so new and innovative products are not so innovative or attractive to them.

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