IndusInd Bank spent 700K in paid traffic over 24 months — third highest in the set — then went completely dark from December 2025. SBI Card is the most consistent bank issuer in paid search. Amex India re-entered aggressively in early 2026. ICICI Bank continues to grow paid even as organic collapses.
Active spenders and notable exits shown. CardInsider, HDFC Bank (near-zero) omitted for clarity.
Source: Semrush Paid Traffic Analytics, India database, Apr 2024–Apr 2026. Directional estimates including paid search and paid social.
| Brand | 24mo Total | Peak | Status |
|---|---|---|---|
| Paisabazaar | 1,728,921 | Nov 24 (118K) | Active |
| Bajaj Finserv | 1,338,690 | Oct 24 (102K) | Active |
| IndusInd Bank | 700,461 | Nov 24 (62K) | Exited Dec 25 |
| ICICI Bank | 751,658 | Feb 26 (54K) | Growing |
| SBI Card | 364,698 | Sep 24 (36K) | Active |
| Amex India | 483,235 | Dec 24 (55K) | Re-entered Jan 26 |
| Axis Bank | 463,968 | Apr 24 (42K) | Exited Nov 25 |
| BankBazaar | 295,359 | Mar 26 (22K) | Active |
| HDFC Bank | 274,165 | Dec 25 (31K) | Intermittent |
| RBL Bank | 76,750 | Jul 24 (9K) | Exited Oct 25 |
| Kotak Bank | 81,913 | Nov 25 (11K) | Seasonal |
| CardInsider | — | — | Zero |
Spent 700K over 24 months, peaking at 62,496 visits/month in November 2024. Went completely dark from December 2025 — the same month organic traffic also collapsed. Both channels lost simultaneously, suggesting broader digital strategy withdrawal, not just budget reallocation.
Spent heavily through December 2024 (peak 55,100/mo). Dark Jan–Sep 2025. Re-entered aggressively in January 2026 at 24,594/mo and growing. Suggests a deliberate strategy reset — likely aligned with a new product launch or seasonal campaign push.
Steady paid investment throughout — 179 active paid keywords, recent avg 12,784/mo. September 2024 peak at 35,963. The only bank CC issuer that has maintained consistent paid investment across the full 24 months.
Not a single rupee in paid search across 24 months. 75% of its 58K monthly traffic is credit card related. Entirely organic — and growing. Proof that niche, intent-focused content compounds without paid dependency.