Campaign details
Advertiser: ICICI BankBrand: ICICI BankAgency: Adfactors PR Pvt.LtdCountry: India
Background
In the immediate aftermath of 'demonetisation' – when the Indian government in a sudden decision made it illegal to deal with currencies of Rs 500 and Rs 1,000 – the government and multiple financial institutions, including ICICI Bank, started appealing to people, exhorting them to switch over to digital payments in order to tide over the cash-related crisis. But as old habits die hard, weaning people off cash was a task easier said than done.
Objective
As ICICI Bank's retained PR...