I think the new ads by Equity Bank are excellent. The campaign is totally Kenyan and very authentic. Equity is trying to show its appeal to people from all walks of life in every community in Kenya. It's gone past being the mwananchi bank to being everybody's bank. And the word "member" just makes it more appealing. while the bank may have its issues with long lines no matter where you go, you can be sure they will go the extra mile whenever you have issues with low balance and late payments. Now that's what membership is about.

Equity should however be careful not to win the battle for being accepted by Kenyans from all walks of life and lose sight of the bigger battle - the battle for the regional and even African market.