India is currently being devastated by record numbers of COVID-19 cases with many Australians stranded in India and unable to return home. To help, ANZ bank has donated $1 million to World Vision Australia’s India COVID-19 Appeal and has agreed to match customer and employee donations on a dollar-for-dollar basis for up to a further $1 million. While the money will significantly help the ravaged nation, this is also an important brand management initiative as the bank has both employees and customers located in India. Read our case study, ‘ANZ: Embedding the brand through the business’.