Citibank: Dil Vs Bill (Heart Vs Price)
Shweta Singh
Campaign details
Brand owner: Citibank IndiaAgency: MECBrand: CitibankCountry: IndiaChannels 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 mediaMedia 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...