Citibank: Citibank Chasers
Sanjeev Kapur and shweta singh
Campaign details
Brand owner: Citibank IndiaAgency: MEC IndiaBrand: CitibankCountry: IndiaChannels used: Email marketing, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social mediaMedia budget: Up to 500k
Executive summary
Faced with competition that was stronger in terms of network presence and media spends, fighting the market share battle in a conventional fashion was not an option for Citibank during the festive season of 2011. Citi lived up to Michael Porter's maxim of strategy is about making choices, deliberately choosing...