ICICI Bank: Expressions Debit Card

This case study shows how ICICI Bank, a financial services brand, successfully monetized its previously free debit service in India through a cross-media campaign.

ICICI Bank: Expressions Debit Card

Campaign details

Brand owner: ICICI Bank India Pvt.LtdLead agency: Ogilvy and Mather MumbaiBrand: ICICI Bank Country: IndiaIndustry Banks, credit cards, loansMedia: Email marketing, Events & experiential, Mobile & apps, Public relations, Social media, TelevisionBudget: Up to 500k

Executive summary

The ICICI Bank Expressions Debit Card case is an example of how product innovation, powered by an effective communication strategy helped turn a dormant banking asset into a source of significant revenue. The product was the ICICI debit card, a historically 'free' offering...

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