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Citibank enables consumers to choose between Dil or Bill

MEC and Publicis conceptualise unique activation in Delhi and Mumbai using ‘skyvertising’ technique for the festive season to promote Citibank’s EMI facility for festival purchases

BestMediaInfo Bureau | Delhi | November 12, 2012

To keep the festivities going this festive season, media agency MEC, along with Publicis, has conceived a first of its kind, online orchestrated offline activation for its client Citibank. Called ‘Tweet a cloud, Dil Se’, it’s aimed at gauging people’s sentiments on how they would like to splurge this festive season. To ensure engagement and participation, a new advertising technique called ‘skyvertising’ which releases differently shaped clouds into the sky has been used. The activation is powered by tweets from consumers to the #DilVsBill hashtag.

Sanjeev Kapur, CMO, Citibank, said, “Consumers like to make personal purchases as well as gift family and friends during festivals, but are conscious of budgets and costs. Citibank understands these needs and has provided an opportunity to amortise such expenses over a period of time, through EMI Privileges at no extra cost. This allows them to manage their finances better, while enjoying the festivities with family and friends.”

The activity is culmination of the marketing campaign ‘DilVsBill’ that Citi has been running this festival season. The campaign is aimed at promoting Citibank’s EMI offering on credit cards across 1,700 merchant partners, which is a great enabler for consumers to follow their heart’s wishes whenever they are stuck in the Dill Vs Bill dilemma.

Commenting on the campaign, T Gangadhar, Managing Director, MEC, said, “At MEC we have always believed in setting the benchmark for the industry when it comes to innovating strategically. ‘Tweet a cloud, Dil se’ is a stellar example of this. It is an activity that interconnects online and offline spaces mirroring the path that consumer journeys have evolved to.”

The Tweet a cloud, Dil Se campaign went live at DLF Promenade in New Delhi and High street Phoenix in Mumbai on Saturday, November 10, from 12 PM onwards.

To watch live web streaming:

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