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...