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Ogilvy Mumbai launches campaign for ICICI Bank

The ‘Khayaal Aapka’ TVC is aimed at launching the bank’s My Savings Rewards Programme

Ogilvy Mumbai launches campaign for ICICI Bank

The ‘Khayaal Aapka’ TVC is aimed at launching the bank’s My Savings Rewards Programme

BestMediaInfo Bureau | Delhi | October 26, 2016

Ogilvy Mumbai has created a new campaign, ‘Khayaal Aapka’, for ICICI Bank to launch its My Savings Rewards Programme. The campaign includes a TVC supported by press and outdoor. The brief was to launch this unique savings account programme where ICICI Bank gives rewards to its customers for doing various savings account transactions.

Abhijit Avasthi, National Creative Director, O&M, said, “Khayaal Aapka has been received really well as a brand promise. And this particular programme allowed us to leverage it best through our communication. Since it was inherently a caring premise, we kept the communication emotional.”

Interestingly, the TVC has been kept simple in its storyline without an overdose of information. Ad film-maker Prasoon Pandey directed the film.


Pradyumna Chauhan, Group Creative Head, O&M Mumbai, added, “Most ads peddle so much information all the time that it was nice to be able to tell a simple story for a change. It also suited the brand’s key positioning beautifully. Prasoon Pandey deserves special mention for getting our vision for the TVC just right. From the location to casting to costume to the overall feel of the film, he strung together everything with great acumen.”

Mahesh Gharat, Group Creative Head, O&M Mumbai, commented, “This campaign took months of effort and endless detailing but in the end we do have a simple, touching film. Dhruv’s music has lifted the film beautifully. Based roughly on a Kashmiri nursery rhyme, the track takes the audience straight to the hills.”

Talking about the film shot, Gharat said, “While the little girl is an absolute natural, the boy who plays the little brother was rather temperamental. When asked to smile, he would cry! And vice versa. But somehow, of the many takes we took, we landed getting the perfect one with him. Finally though, he has added extra charm to the film.”

The TVC:



Client: ICICI Bank Agency: Ogilvy & Mather, Mumbai National Creative Director: Abhijit Avasthi Group Creative Heads: Pradyumna Chauhan, Mahesh Gharat Account Management: Prakash Nair, Harsh Bhatt, Chandana Gaba, Shreyas Jadhav Production House: Corcoise Films Director: Prasoon Pandey

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