Sanjeev Kapur, Citibank
Shweta Singh, MEC India
Brand owner: Citibank India
Agency: MEC India
Campaign duration: Up to 3 months
Media budget (USD): Up to $500k
Channels used: Email marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media
Citibank had been hit by increased competition for the growing spending of urban Indian consumers. By the autumn of 2011, Citibank's growth rate was lagging that of the category, and its market share had fallen. This case study describes how Citibank set to encourage greater spending and increase preference for the Citibank brand during the Indian festival of Diwali. As evidence of its success, this case study cites increases in spending, brand preference and card activation that followed the campaign launch.