Mumbai : Banking as a category has often assumed a very serious tone. In the last one year, the efforts have been to make the ICICI Bank communication light-hearted, yet relatable. After creating a series of 5 ads for iMobile, as an agency we believe that a brand must speak on mediums beyond just TV. Creating content pieces for a brand after the TVCs have done their airtime was a rich space to explore.
This intent allowed us to take that light-hearted humour forward even through the films created for the Digital platform. When we convey a brand’s journey in a fresh and interesting manner, you get just about everyone talking. Have a look for yourself.
ICICI Bank’s iMobile app, which is the most comprehensive and secure app, has been the Best Mobile Banking App for 3 years in a row. It has been awarded as ‘India’s Best Mobile Banking Experience’ by The Forrester Banking Wave. Offering over 250 banking and informational services.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: The communication created for the digital medium, shows people just how many banking needs can be fulfilled without having to go to the bank. Thanks to the ICICI Bank’s iMobile app. However, what we have done differently is that we have shown inanimate objects with human desires, and aspirations. And we show how each of these objects achieve their aspirations without ever entering a bank.
Walter Noronha, Senior Vice President, Ogilvy: The new age millennials are born in a world where technology and access to the net is the new normal. They live in the present and demand things now. They can’t wait for things to happen, they make it happen. We took this simple insight for our creative approach. We showed how our technology platform at ICICI Bank makes our everyday banking needs simple and convenient. The light tonality was added to fuel affinity and engagement among the TG.
YouTube Links to the Films:
Client: ICICI Bank
Brand: iMobile App by ICICI Bank
Zenobia Pithawalla – Senior Executive Creative Director
Varsha Desai – Senior Creative Director
Prakash Nair – Executive Vice President & Cluster Head
Pratik Koltharkar – Client Services Director
Prathamesh Thakur – Account Supervisor
Prem Narayan – Chief Strategy Officer, Ogilvy India
Production House: Jamic Films
Shirish Daiya – Director