Citibank chasers
Sanjeev Kapur, CitibankShweta Singh, MEC India
Campaign details
Brand owner: Citibank IndiaAgency: MEC IndiaBrand: CitibankCampaign duration: Up to 3 monthsCountry: IndiaMedia budget (USD): Up to $500kChannels used: Email marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media
Executive summary
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...