ICICI Bank has launched an iMobile App that offers a full-service bank on customers’ phones, and bringing this proposition alive is Ogilvy with a campaign titled 'Ek app mein poora bank(Your bank in an app)'.
To emphasise the wide range of features available on the iMobile App, Ogilvy created five different films, each highlighting one feature. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach. Another first for ICICI was the use of humour in a campaign for a banking product.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy, said “ICICI Bank's every attempt is to make banking a pleasurable experience for its customers. Its iMobile App offers the customer the experience of 'Ek app mein poora bank'. That is the creative idea. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner, reiterating the joy of banking with ICICI Bank.”
Walter Noronha, Senior Vice-President, Ogilvy, said, “Our aim was to communicate all products and services in one app, with a view to cross sell the multitude of offerings by the bank and drive the brand experience further.”
The iMobile App is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country.
Brand: iMobile App by ICICI Bank
Client: ICICI Bank
Senior Executive Creative Director: Zenobia Pithawalla
Senior Creative Director: Varsha Desai
Executive Vice-President & Cluster Head: Prakash Nair
Senior Vice President: Walter Noronha
Client Services Director: Pratik Koltharkar
Account Supervisor: Prathamesh Thakur
Chief Strategy Officer, Ogilvy India: Prem Narayan
Planning Director: Aditya Arora
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Abhishek Notani