SDC Bank?

Oh the brightness captured my attention amidst the drabness of the architecture you see in the picture and the dullness of the traffic of the traffic I found myself in.

SDC Bank. Full form, The Sahebrao Deshmukh Cooperative Bank Ltd. Given the transformation that every little bank has undergone, I wasn't quite surprised to find this. However, it looks to me that this fancy abbreviation was a result to put itself in the league of the big abbreviatedly branded banks of the country.

I wonder if this peculiarly traditional bank name has a history, a story. If it really does, it has just added one more layer between itself and the people's understanding. Perhaps there's another way for such brands to tell  us their stories and appeal to a certain audience.

May be, its customers will now feel a little better when others ask them, "So which bank you have your account in?" And they say, "SDC Bank!" Wow! Was that the thinking for this change?

Brightness helps get attention. Abbreviation adds to the confusion though.