Mumbai : ICICI Bank’s latest multimedia campaign addresses some of the key concerns of customers who use credit cards. The campaign includes a set of three TVCs, showcases the ‘Manage Cards’ which is a first-in-the-industry feature, introduced to the Bank’s mobile banking platform – iMobile. The feature for credit cards, gives customers the power to control the security of their cards right from their own phones at just the flick of a button, 24×7.
The three TVCs featuring Kalki Koechlin, Manoj Pahwa and Kunal Roy Kapoor, take a humorous road towards addressing the safety concerns of the consumers and are designed to instil a sense of self-security in their minds by showcasing them the strength of the ‘Manage Cards’ feature. Each of the three TVCs cater to one of each features viz. ‘temporary block / unblock card’, ‘block / unblock online transactions’, ‘block / unblock international transactions’.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy said, “ The ‘Manage Cards’ feature added to the Bank’s iMobile app enables customers to control the security of their cards, from their phones. To show how, in the absence of such a feature, people can be really hassled, we show the funny and silly things people do when they fear the misuse of their card.”
Even though we use humour and exaggeration, we have still kept the communication extremely relatable, for people who are hesitant to use credit cards, owing to the fears associated with them.
So when they see the ads, they are actually reassured of ICICI Bank’s commitment to the security of their transactions. Making the ICICI Bank credit card top of mind, especially when it comes to safety and security.
Walter Noronha, Senior Vice President, Ogilvy said, “In today’s booming retail market, our customers are truly enthused and excited about shopping, on-line and offline, be it India or Abroad. However the fear of fraud during an on-line transaction or a card being misplaced always beckons. Our campaign aims at helping customers to experience the joy of shopping as ICICI Bank is truly committed to take care of such fears via their technology platform. One can simply switch off their card via the iMobile app just like we turn off a car when not in use. So even if you misplace your card, one can simply temporarily block it, till we find it again and avoid the hassle of blocking it permanently and waiting till you get a new replacement.”
Links for Card campaign films :
Online block :
Credit card block :
Brand: ICICI Bank Credit and Debit Cards
Client: ICICI Bank
Zenobia Pithawalla – Senior Executive Creative Director
Varsha Desai – Senior Creative Director
Prakash Nair – Executive Vice President
Pratik Koltharkar – Client Services Director
Prathamesh Thakur – Account Supervisor
Prem Narayan – Chief Strategy Officer, Ogilvy India
Production House: Chrome Pictures
Hemant Bhandari – Director
Abhishek Notani – Producer