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Being a bank for the times is to be more like a startup, more like a techie, more like an eco-warrior, and less like a traditional bank HONG KONG, July 28, 2022 /PRNewswire/ DBS announced the roll-out of regional 'Be a Different Kind of Bank' brand campaign in Hong Kong. In 2018, DBS told customers it wanted them to "Live more, Bank less". Four years on, the bank continues to defy the status quo - this time, with its latest regional brand campaign, which makes clear it is more like a startup, more like a techie, more like an eco-warrior, and less like a traditional bank. The category-defying campaign signals DBS' belief that a different kind of bank is needed in a post-pandemic world - one that is more technology and sustainability-focused. And while this is in many ways what the bank already is today - having been ahead of its peers in transforming itself digitally since 2014 - it is committed to intensifying efforts going forward to become even more like a for

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