.......Banking may be perceived as staid or conservative, but their imagery shows a vivacity and vibrancy like any other consumer-facing category. And, now with the RBI opening up licences to newer players, it would be interesting to note if the new players follow their sub category codes or will they innovate. With penetration and share fight both being challenges in the category, it will be interesting to see the approaches that will be taken by the new players and how the older players will reposition themselves with a changing competitive landscape...........
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