ICICI Bank's new campaign for iMobile app features Abish Mathew
ICICI Bank has collaborated with funnyman Abish Mathew for a 12 day long campaign that aims to bring out the ease and effectiveness of ICICI Bank’s iMobile app which has more than 150 features – each designed to make banking simpler. The spearheading assets of the campaign are 3 videos – each carrying quintessential Indian quirks that makes iMobile a near perfect fit in terms of our Indian needs. The campaign is spread across all the key digital channels, including Facebook, YouTube, Instagram, Twitter.
In the BFSI sector, where the tone of communication is still serious, ICICI Bank took the first step into making it light-hearted. With today's youth being more financially independent and with banking going digital, it's time the banks started speaking to their users, in a language they best connect with.
ICICI Bank collaborated with partner agencies to strategise the campaign, starting from leveraging the consumer insight of how we Indians want everything safe, simple and wholesome, leading to the campaign #tags - #SafeChahiye, #SimpleChahiye and #SabChahiye. Media planning and defining the role of each digital platform to land the message, is another key element that the campaign rides on. The biggest task at hand was to keep optimising the media plan each week, based on the campaign's performance on different platforms.