Permission marketing is a novel marketing approach to which many people may not be aware that can be used to achieve great business outcomes. Compared to other marketing strategies like interruption marketing, content marketing, etc., it may be able to attract and keep a higher number of new prospects and customers. Permission marketing differs from most other forms of marketing because in this approach the recipients have agreed to receive marketing communications from marketer, or at least consented to receive it, and most of them will be inside the organisation's target market or audience. Thus, the business can use this new marketing strategy to grow its clients beyond what it could have imagined. Businesses can send recipients marketing messages with authorization if they have the recipient's full consent to do so. But for the successful outcomes from the permission marketing campaigns awareness of customers regarding permission marketing is significant. Therefore, this study aims to examine the awareness of permission marketing among bank customers. The results of the study will greatly contribute the literature as there are limited studies focusing on awareness of customers regarding the permission marketing concept.