Citibank: Dil Vs Bill (Heart Vs Price)
Shweta SinghMEC
Campaign details
Brand owner: Citibank IndiaAgency: MECBrand: CitibankCountry: IndiaIndustry: Banks, credit cards, loansMedia budget (USD): Up to $500kChannels used: Email marketing, Events and experiential, Games and competitions, Internet - microsites, widgets, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Radio, Social media
Executive summary
Citibank's credit card business wanted to strengthen its brand preference among Indian consumers and deliver strong real terms growth during the Indian Diwali holiday season, when the nation's shoppers often spend most heavily. This case...