DBS to customers: 'Bank less'

The Singapore-based bank repositions, replacing 'Living, breathing Asia' with 'Live more, bank less'.

The Singapore-based bank repositions, replacing 'Living, breathing Asia' with 'Live more, bank less'.

DBS has rolled out a SG$30 million US$22.4 million brand repositioning, introducing 'Live more, bank less' and retiring 'Living, breathing Asia' across its six markets. The campaign has started in Singapore and will roll out across the other markets within the next two months.

Speaking during a livestream about the launch yesterday, DBS CEO Piyush Gupta said the bank has spent the past three to four years rethinking its nature and how it...

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