Citibank: Dil Vs Bill (Heart Vs Price)

Shweta Singh

Campaign details

Brand owner: Citibank India
Agency: MEC
Brand: Citibank
Country: India
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
Media budget: Up to 500k

Executive summary

The objective was to shore up brand preference and deliver strong business growth in the festival season despite rising inflation and interest rates. Citibank focused on EMI Privileges, a feature that eased the burden of shopping by enabling payment in equal monthly instalments (EMI) on credit cards. The Dil (Heart) vs Bill (Price) campaign was based on a simple insight – shopping is a perennial conflict between the heart and the wallet, between desire and affordability. The communication strategy was to build awareness, excitement and frenzy around the tussle that Dil vs Bill personified. The Dil vs Bill debate was brought alive using mainline, OOH, social media and an on-ground activation linked to skyvertising. Consumers watched the battle of Dil vs Bill come alive in the skies as they helped create and steer it – leading to an immersive and connected experience. The brand health parameters trajectory was reversed with a 26% jump in consumer brand preference. #dilvsbill trended among the top ten hashtags nationally for 53 straight hours during the heaviest shopping weekend. EMI volumes and EMI value sales in the festive period 2012 jumped by 85% and 80% respectively over the 2011 period. Value sales almost doubled for the specific festive weekend.

Market background and business objectives