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ICICI Bank iMobile App – EkApp Mein PooraBank Campaign by Ogilvy Mumbai

MediaInfoline July 5, 2018

ICICI Bank has launched an iMobile app that offers a full-service bank on the customers’ phones. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App meinpoora bank’ / ‘Your bank in an App’.

To emphasize the wide range of features available on the iMobile app, Ogilvy created 5 different films, each highlighting one feature. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach. Another first for ICICI was the use of humour in a campaign for a banking product.

Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. Its iMobile app offers the customer the experience of ‘EkApp meinpoora bank’. That is the creative idea. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner. Reiterating the joy of banking with ICICI Bank.

ICICI Bank has always been a pioneer in the banking industry. Known to leverage technology to provide speed and convenience to its customers, it has been offering a modern banking experience across various touch points with more than 200 banking services – Mobile, Internet, ATMs and even branches.

More than a decade ago, when smart phones were a rarity, ICICI Bank was the first bank in the country to offer mobile banking to its customers and create an industry benchmark. Today with the explosion of smart phones and data connections, customers have come to expect all services being delivered to them on their phones and ICICI Bank is perfectly positioned to offer exactly that.

Walter Noronha, Senior Vice President, Ogilvy: Our aim was to communicate all products and services in one app, with a view to cross sell the multitude of offerings by the bank and drive the brand experience further.

The iMobile app is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country. Adding to that, for the last 3 years, The Forrester Banking WaveTM has been recognising ICICI Bank’s efforts in providing cutting edge mobile banking services and recognised ICICI Bank iMobile app as ‘India’s Best Mobile Banking Experience’ in 2018.

Brand: iMobile App by ICICI Bank
Client: ICICI Bank
Agency: Ogilvy
Zenobia Pithawalla – Senior Executive Creative Director
Varsha Desai – Senior Creative Director
Account Management:
Prakash Nair – Executive Vice President & Cluster Head
Walter Noronha – Senior Vice President
Pratik Koltharkar – Client Services Director
Prathamesh Thakur – Account Supervisor
Account Planning:
Prem Narayan – Chief Strategy Officer, Ogilvy India
Aditya Arora – Planning Director
Production House:Chrome Pictures
Hemant Bhandari – Director
Abhishek Notani – Producer


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