"Moments of Success' with Citibank's new TV campaign

The ad film was directed by Arun Gopalan and produced by Storytellers, India. The creative team included Ashish Khazanchi, National Creative Director, Vivek Rao, Creative Director, Siddhesh Khatavkar, Associate Creative Director and Shreedavy Babuji, Copywriter.

In a subtle, understated way, the new campaign conveys the many ways in which Citibank creates happiness for customers and brings a smile to their face. The focus of the ads is squarely on customers rather than on the products and services offered by the Bank. The real life, everyday moments showcased in the ad are made more emotive by the use of fresh talent, a memorable music score and the unusual photo sonic technique that helps amplify each smile. To achieve this effect, a specialist camera called Phantom that captures high speed shots at the rate of 4000 frames/second has been used to shoot the campaign, possibly for the first time in lifestyle advertising. Typically, this technique has been reserved to capture sports footage. The launch of the campaign is timed to lead into Citibank's 4th successive year of sponsorship of the DLF IPL, in which it already has an established Citibank Moments of Success platform.

Speaking about the TVC Sanjeev Kapur, Chief Marketing Officer, Citibank India said, "India is a priority country for Citi and as an iconic brand, we continually invest in strengthening our differentiation by enhancing the way our customers think and feel about us. This enables us to hold a unique position as a premier financial services partner for our clients. Our new campaign focuses on showcasing our brand purpose which is about working tirelessly to create the best outcomes for our clients. This is brought to life by showing a series of positive outcomes or "moments of success" which highlight the many ways in which Citibank touches the lives of customers - be it individuals, their families, or institutions - and puts a smile on their face."

He further adds, "The new campaign is a key part of our phased customer-centric marketing strategy. In the middle of last year, we strengthened our visual differentiation by using our most impactful iconography manifested in a dominant blue vignette. Thereafter, we have invested in showcasing our best-in-class value propositions through a series of "Powered by Citi' campaigns centered around the way our products and services power the success of individuals and institutions. Now, the new Moments of Success campaign expresses the emotional connect that Citibank has with clients in creating success and happiness in their everyday lives. Furthermore, it leads into our 4th Season as sponsors of the DLF IPL in which we already have an established Citibank Moments of Success platform." | By Vanessa Azavedo [vanessa(at)adgully.com]