ICICI Bank: Building India's most social bank on Facebook

This case study describes how ICICI Bank, India's largest private sector bank, launched its social media presence on Facebook in order to engage with younger consumers.

ICICI Bank: Building India's most social bank on Facebook

Deepak Gopalakrishnan

Campaign details

Brand owner: ICICI BankAgency: Ogilvy & MatherBrand: ICICI BankCountry: India

Executive summary1

India's largest private-sector bank used the power of quality content to help to change its image among its future customers, and in the process become one of the world's largest and India's most engaging banking and on Facebook.

In early 2012, ICICI Bank was a late entrant to social media. Most national and private banks were already 'social' and had invested in building bases. It was clear...

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