Asia-Pacific Power List 2025: Ravi Santhanam, HDFC Bank

Ravi Santhanam

Group head chief marketing officer
HDFC Bank
India
Member since 2021  

With HDFC Bank cementing its status as one of India’s foremost financial institutions, Ravi Santhanam continues to steer the brand’s ascent with a blend of marketing innovation and an unwavering focus on customer experience. Now ranked 47th among the world’s most valuable brands—up from 56th last year—and holding the number two spot among all Indian brands in Kantar’s BrandZ 2024 list. Santhanam’s approach is proof that even market leaders can’t afford to stand still.

The numbers speak volumes. The bank is also a frontrunner in relational NPS, as recognised by Bain & Company, and continues to be the only Indian bank featured on the global most valuable brands list.

As CMO, with added responsibilities in corporate communications, liability products, and managed programmes, Santhanam has made it his mission to keep HDFC Bank future-facing and customer-first. That translates to using the marketing budget on campaigns that solve real-world problems with creativity and technology. ‘Vigil Aunty’ initiative is a good example. Three years back, what began as a clever social media persona to raise awareness about digital fraud has grown into a movement, with over 2.5 million followers and recognition from both regulators and industry peers. A campaign under this banner snagged a Silver Cannes Lions in 2024.

This year also saw HDFC Bank roll out its first D2C campaign for the PayZapp app, with celebrities flipping stereotypes and showcasing how the product delivers on choice, right in the middle of the Indian Premier League, no less. The results? Daily registrations jumped more than fivefold, and the app claimed a bigger slice of the market, all without outspending category giants.

For the launch of Pixel, HDFC Bank’s first fully digital credit card, Santhanam turned the spotlight on experience. He roped top celebrities and influencers to create excitement at the launch events, then amped up the energy, enabling Pixel members early access to Indian music sensation Diljit Dosanjh’s concert tickets. The strategy paid off in style—search interest skyrocketed 20-fold, and card sales more than tripled, making Pixel the talk of the town.

Behind the scenes, Santhanam emphasises on making customer experience a true differentiator. Since introducing the NPS system in 2020, he’s ensured it’s regularly reviewed by top leadership and embedded into the bank’s culture. Last year alone, HDFC Bank tracked over 3.3 million customer responses, using those insights to systematically raise the bar on service.

Purpose, however, is never far from his agenda. HDFC Bank is a leader in CSR, investing in financial literacy, sustainable livelihoods, and environmental initiatives—including a commitment to becoming carbon neutral by 2031-32. A recent World Environment Day campaign gave customers a tangible Green Score for eco-friendly banking behaviour, while the #financiallyeverafter tool tackled financial compatibility for couples. Meanwhile, the launch of FJ Moneysha, a new digital guide, is helping more Indians make smarter money choices every day.

Bold and emotionally resonant campaigns with a loyal customer base and community, Ravi Santhanam is proving that leadership in banking isn’t just about being the biggest—it’s about being the most trusted, innovative, and relevant brand for today and tomorrow.

Prior to his eight-plus years at HDFC, Sanatham was a Vodafone, Reliance and rival ICICI Bank alum.