PSU Bank's 144 CASA Target: Are Employees Getting Pressured by Anniversary Campaigns?

 

In honor of Sir Sorabji Pochkhanwala, the founder of the Central Bank of India, the Meerut Regional Office has started a "Birthday Special CASA Campaign" to commemorate his 144th birthday. During August 2025, each branch is required to open 144 new CASA (Current Account & Savings Account) accounts as part of the program. 

 The "Celebrating 144 Years of Legacy with 144 CASA accounts per branch" campaign lays out several steps to meet the goal:

• Pledge by each branch to open 144 new CASA accounts (Cent Vyavasay, Cent Queen, and Regular CASA).
• At least 25 accounts to be opened through TAB in each branch for campaign qualification.
• “Vyavasay Darbaar” events in market areas to engage traders, service providers, and professionals.
• “Cent Queen Connect” women‑centric camps with special CASA helpdesks at beauty parlours, hospitals, boutiques, and ladies’ clubs.
• Recognition and awards for top performers.

Employee union sources in the industry have previously expressed concerns about similar high-volume anniversary or commemorative targets, describing them as a source of undue stress and unrealistic expectations, despite the bank's description of the campaign as a tribute to its founder's legacy and customer relationships. 

Similar target-driven initiatives in other banks have recently generated discussion about the effects of aggressive account-opening drives on people's lives and work-life balance. According to staff representatives, these initiatives frequently put frontline staff under undue strain, particularly in locations where the majority of citizens already have active bank accounts.

Social Media Reactions of Employees After the announcement, a number of bankers vented their annoyance on social media about the target of 144 CASA accounts. Many characterized it as demoralizing and unworkable, pointing out that while higher-level offices concentrate on ceremonial events, branch staff are frequently burdened with such efforts. 

Rather than recognizing employees' accomplishments with appropriate incentives, others criticized management for ignoring staffing shortages, establishing unrealistic expectations, and utilizing commemorative dates to impose additional burden. Some cautioned that this type of ongoing strain can be detrimental to mental health, citing instances in the past where severe stress had disastrous results.