Citibank: Dil Vs Bill (Heart Vs Price)

Shweta Singh

Campaign details

Brand owner: Citibank India
Agency: MEC
Brand: Citibank
Country: India
Industry: Banks, credit cards, loans
Media budget (USD): Up to $500k
Channels 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 study describes a campaign based on the insight that shopping is a perennial conflict between desire and affordability, expressed as Dil (Heart) versus Bill (Price). It outlines a variety of touch points which communicated this Dil vs. Bill idea across traditional and digital media, notably Twitter. As evidence of the success of its approach, this case cites improvements in a key metric – equal monthly instalments – both in terms of increased value and volume, as well as extensive earned media coverage.

Campaign background