ICICI Bank — the counter-narrative
As organic traffic collapsed across all banks, ICICI Bank tripled its paid investment. Recent avg 37,841/mo vs early avg 36,240/mo — steady, growing. Peak: 54,279 in Feb 2026. ICICI is the only bank using paid search to compensate for organic losses.
Axis Bank — abrupt exit
Averaged 30,667/month in paid search Apr 2024–Oct 2025. Then zero from November 2025 onward — a sudden complete withdrawal coinciding with the November 2025 organic traffic collapse. Both channels lost simultaneously.
HDFC Ltd — early exit, never returned
Spent consistently through Jul 2024 (peak 21K). Zero from August 2024 — the same month Google's August Core Update hit. Coincides with HDFC Bank merger integration. Now has near-zero digital acquisition across both paid and organic.
LIC Housing — growing paid while organic grows
The only brand growing on both channels. Paid investment doubled from early period (avg 2,056/mo) to recent period (avg 7,983/mo). Small scale but directionally the most consistent digital investment in the set.