ICICIdirect.com is about 'Leadership at work. For You'

The new TVC, conceptualised by Dentsu Communications, using the Mega Move idea, establishes the unmatched convenience and expertise in investments provided by ICICIdirect.com

BestMediaInfo Bureau | Mumbai | November 19, 2013

Click on the image to watch the video.

ICICIdirect.com, the retail investment platform of ICICI Securities, has unveiled a national ad campaign, 'Leadership at Work. For You'. The campaign, conceptualized and executed by Dentsu Communications, establishes the unmatched convenience and expertise in investments provided by ICICIdirect.com, by virtue of its experience, scale of operations and sheer range of the best investment options available in India.

“Today, technology has enabled convenience and the new generation Indians demand everything at the touch of their fingertips. For the past decade, ICICIdirect has been focusing on services through innovative use of technology to empower investors meet their financial goals. The ICICIdirect Mega Move film is a salute to our 2.7 million customers who rapidly adapted to technology and encouraged us to offer the best of investment options,” said Vineet Arora, Executive Vice-President, ICICI Securities.

Ten years ago, internet penetration was low in India (with less than 10 million users), with the primary use being email and surfing. In a country which boasts of one of the oldest stock exchanges in Asia, investors preferred to call and trade in equity market, asset allocation was purchase of physical gold and real estate. The broking industry hadn't awakened to the global phenomenon of online investment as people did not trust faceless transactions.

It was in such an environment that ICICIdirect.com was launched. It was an online trading portal which would empower investors, and free them from relying on third-party brokers and provide them a chance to take informed decision in the equity market.

The community was small, but just like Gmail and Facebook took the internet generation by storm, ICICIdirect's customers grew steadily and the website became India's largest financial investment portal. By October 2013, ICICIdirect had 2.7 million customers and still counting.

ICICIdirect's unique 3-in-1 platform makes it convenient for investors to allocate funds for their investments without having to make transfers separately to a broker. ICICIdirect had a first-mover advantage in a country which was rapidly adapting to online purchases from groceries to international destination. Along the way, the portal added many elements like mutual funds, fixed deposits, bonds, tax planning, insurance, intra-day trading, online financial education among many other services.

This legacy of leadership has been encapsulated in a 45-secon 'futuristic' advertisement which will hit TV screens yeseterday. The 'Leadership at work. For You' advertisement has been created by Dentsu Communications. The screen comes alive with the iconic BSE being moved from its location, financial centres, oil rigs and wind turbines are transported to the doorstep of a young investor who is investing using ICICIdirect.com.

Arijit Ray, CEO,  Dentsu Communications, said, “We needed an idea that dimensionalised and brought to life the pioneering role ICICIdirect.com played in the online financial investment space. The Mega Move idea did just that. Our creative, production teams collaborated really well with the production house to take the final execution to the next level in terms of scale, look and finish.”

These assets are representative of various financial options which are brought to the investor's doorstep at the click of a button.

The film has used gigantic and futuristic modes of transporting these assets which symbolise the leadership and innovation at ICICIdirect. It also tries to make the investment real and tangible for the investor, so he can actually visualise the impact of his investment in the real world and not just look at it as numbers.

The film has been very well executed and stands up to the brand values of ICICIdirect – Trust, Convenience, Transparency. The advertisement symbolises the work which goes behind the scene to make investment through ICICIdirect so convenient and transparent.

The Film:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Dentsu Communications

Regional Executive Creative Director: Ashwin Parthiban

Account Management: Sharmila Malekar, Sumitra Sarkar, Abir Banerjee

Planning: Sundernarayan V

Agency Producer: Suprotim Day

Director (of film): Vinod Padmanabhan Vijay

Production House: Lemon Yellow Sun Films

Executive Producer: Shabbir Motiwala

Post-production studio: No Label, Poland

Music credit: Vipin Mishra

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