EBSCOhost_ the ICICI Bank Brand_ is It Time for Revitalization

7/30/2019 EBSCOhost_ the ICICI Bank Brand_ is It Time for Revitalization

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81Case Study 2008 The Icfai University Press. All Rights Reserved.

The ICICI Bank Brand:

Is It Time for Revitalization?

Kaushik Mukerjee*

Case Study

* Associate Dean, The Icfai Business School, Pune, India. E-mail: [email protected]

Introduction

The ICICI (Industrial Credit and Investment Corporation of India) has had a chequeredhistory since its incorporation in 1955, but the ICICI Bank was set up much later in

1994. However, the bank has made rapid progress and become the largest private bank

in India (www.wikipedia.org). In fact, judged on the basis of size, the only bank ahead

of the ICICI in the public sector is the State Bank of India (SBI). The milestones in the

history of ICICI are given in Annexure 1.

In 2007, the performance of ICICI bank was remarkable. The total assets were

Rs. 3446.58 bn ($79 bn) as on March 31, 2007, while the network increased to

950 branches and 3,300 ATMs (www.icicibank.com). The services offered by the bank

were enhanced to include several areas like: Demat accounts, Insurance and Personal

banking. The Managing Director, K V Kamat was honored with the Forbes Asias

Businessman of the Year Award in 2007 as a recognition of the stupendous rise of the

ICICI Bank in just a decade of its existence. No other bank in India has achieved this

kind of growth and market penetration in such a short time.

However, the Indian banking industry has seen major changes in the recent past.

Though ICICI Bank has succeeded in creating a good brand image through

well-executed branding strategies, the strategies of aggressive competitors are something

that it cannot afford to ignore. It is a challenge for the bank to ensure that the brand

equity is handled well to maintain its position in the banking industry.

The Brand-Building Strategies of ICICI Bank

The ICICI Bank brand-building strategies are noteworthy. In a market that hadestablished public sector banks (SBI, Bank of Baroda and Union Bank of India);

multinational private sector banks (Citibank and the Hong Kong and Shanghai Banking

Corporation Limited (HSBC)); and domestic private sector banks (The Housing

Development Finance Corporation Limited (HDFC), and ING Vysya) the

brand-building had to be effective in creating a distinct image and offering the right

value proposition to customers. The strategies adopted by the bank are:


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The Icfai University Journal of Brand Management, Vol. V, No. 3, 200882

Brand Salience1

ICICI Bank created a distinct image in the customers minds with the effective use ofsymbols for easy recall. The Indian psyche was considered while deciding the elements for

creating brand salience. The intent was to communicate the brand valuetrustworthy.

For a bank, trustworthiness is a highly desirable attribute. So, if the customers could be

convinced about the banks trustworthiness, branding would be effective.

The symbols chosen by the bank for creating salience have great relevance for the

Indian culture. Vermilion (sindoor) represents trust for the typical Indian woman and ICICI

Bank decided to use this symbol to denote the trustworthiness of the bank. To support

the symbol, a suitable tagline was also created. The television advertisement showed

a bank where the officer puts his hand on this heart while the tagline hum hain naa

(we are there for you) was sung in a distinctive tune.

The features that enabled brand salience included:

The logo of ICICI Bank.

The use of sindoor being applied with a finger and the logo of the ICICI Bank

showing up.

The use of the tagline hum hain naa.

The use of a distinctive jingle for communicating the tagline.

By ensuring brand salience, even in a competitive environment where the public sector

banks had adopted aggressive marketing strategies and the multinational banks were using

their global branding campaigns, the ICICI Bank was able to ensure quick and easy recall

of its brand among the segments it targeted. The use of DSAs (Direct Sales Associates)

helped in ensuring easy reach and enabled penetration into the market. The ATMs

(Automated Teller Machines) set up by the bank also enhanced the recall of the brand

each time people passed by the kiosk.

ICICI Bank also introduced uniforms for its customer service personnel to enable easy

identification and communication of the brand elements. Among the colors used in the

logo, orange was used heavily to denote a strong sense of warmth and comfort.

The message that the brand intended to convey through these colors was that customers

felt a sense of comfort while dealing with the bank.

Brand Performance and Brand Imagery2

Apart from creating brand salience, brand performance and imagery were critical

to ensure that the brand image actually served the purpose. Salience only enabled easy

1 Brand Salience: It involves creating the right brand identity and enabling customers to recall and identify the

brand under different circumstances (Strategic Brand Management by Kevin L Keller published by PearsonEducation).

2 Brand Performance: It relates to the ways in which the product or service attempts to meet the customers more

functional needs. Brand Imagery: It deals with the extrinsic properties of the product or service including the

ways in which the brand attempts to meet the customers psychological or social needs. (Strategic Brand Manage-

ment by Kevin L Keller published by Pearson Education).


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83Case Study

recall, but savvy customers judged the bank on various parameters and the brand had

to promise the right kind of performance supported by suitable imagery.When it came to brand performance, the ICICI Bank highlighted the features that

distinguished the brands performance. During the late 1990s when other banks had not set

up their ATM networks, ICICI Bank highlighted its extensive ATM network across the

major cities in India. Also, the gamut of services available under one roof were showcased

as distinguishing factors. However, the brands performance was modified as the other banks

caught up with the performance offered by the ICICI Bank. The other banks also set up

extensive ATM networks and added other services to their list of products. The ICICI Bank

then started innovating and accordingly modified its promised performance. In 2004, the

bank had reasoned that most customers found it difficult to go to the bank during office

hours and therefore it introduced the 8 am to 8 pm banking. This was highlighted as a

distinguishing feature of the bank since other banks were not offering such convenientbanking hours. The ICICI Bank had also introduced the modern methods of banking like

Internet banking and phone banking. For the High Networth customers (HNWIs), the

concept of Private Banking was introduced, where special attention was given to them.

Brand imagery was managed through advertisements that showed officers serving

customers with a smile which is almost unthinkable for the typical Indian customers who

are used to the phlegmatic nature of public sector bank officers. The attractively designed

interiors of the bank were also shown in the advertisements to reinforce the imagery.

The storyboard of one such advertisement is given in Annexure 2.

The website www.icicibank.com reflected the imagery in a very proper manner. The site

used the orange hue from the logo to express warmth and reassurance to customers. Also,the links in the site (Exhibit 1) show the concern for customers. The noteworthy links are:

Exhibit 1: The Website of ICICI Bank

Souce: www.icicibank.com


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Protect yourself from phishing

Transparency

24x7 Customer Care

The incidences of phishing were of major concern for customers where their personal

data was stolen by unscrupulous people through fraudulent e-mails and the data used for

hacking into their bank accounts. The ICICI Bank wanted to show concern for its

customers and live up to the tagline hum hain naa through these initiatives. The aspect

of transparency and customer care also helped in reassuring the customers.

Brand Judgment and Brand Feelings3

The brand salience, performance and imagery needed to induce proper judgment and

feelings among the customers. For this to happen, ICICI Bank needed to create the rightkind of impact on the customers when they were exposed to brand communication.

Therefore, the customers feelings and social approval issues were important in this

context. To ensure this, ICICI Bank used appropriate models that the target segment could

easily relate with. The models could fit into the role of the guy next door, who was smart,

modern and yet adhered to traditional values. The women were shown wearing salwar

kameez instead of western outfits while the men wore smart clothes but not suits.

They looked decent and sported normal hairstyles instead of eye popping trendy cuts that

middle-class people found inappropriate. Also, the manner in which the husband and the

wife interacted had a modern touch wherein the wife did not treat her husband as

pati-parameshwar (in the earlier generations, the husband was regarded as the lord and

master by the wife) but more as a friend and companion.

Brand associations were necessary to induce the desired feelings and judgment among

the target segment. Since Hindi movies have enjoyed great popularity in India, actors like

Shah Rukh Khan enjoy tremendous popularity and fan following. This was exploited

by the ICICI Bank wherein, the actor played the role of a global Indian. In fact, the Non

Resident Indian (NRI) segment manages to get a feel of India in a foreign land through

the Hindi movies by watching them on DVD players. The storyboard of this

advertisement is given in Annexure 3.

The Changing Competitive Landscape

The growth in the Indian economy has attracted several foreign banks. These banksenjoyed a good brand image and global advantage. The once slothful Indian public sector

banks have been adopting aggressive branding strategies. Banks like the Bank of Baroda,

Canara Bank and SBI have undertaken some noteworthy brand building strategies in the

recent past. To top it all, there is competition from the new Indian private banks like

Kotak Bank and YES Bank.

3 Brand Judgment: It focuses on the customers personal opinions and evaluations with regard to the brand Brand

Brand Feelings: They are customers emotional responses and reactions with respect to the brand.

(Strategic Brand Management by Kevin L Keller published by Pearson Education).


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The Challenge from Foreign Banks

Foreign banks like Citibank and Standard Chartered have been functioning for manydecades in India. However, they have become aggressive in their branding only during the

past few years to capitalize the growth in the Indian economy. Also, several other foreign

banks like ABN AMRO and HSBC have launched brand campaigns to target the Indian

customers.

Citibank launched a new branding exercise wherein the logo was redesigned to project

a smart and contemporary look and the tagline lets get it done seemed to reflect the

mantra of the intrepid young achievers. The media has been highlighting the successes

achieved by young people in the corporate world, and Citibanks branding seemed

to reflect this phenomenon. The storyboard given in Annexure 4 shows a young guy who

needs to bridge the gap between managing responsibilities and managing success which

Citibank promises to fulfill.

Some of the foreign banks were trying to change the perception of Indians when

it came to banking industry personnel. An advertisement of ABN AMRO Bank

(Annexure 5) makes this attempt. The advertisement mentions: Every day personal

bankers from ABN AMRO change the way people think about what to expect from

a bank. Barclays Bank has even gone to the extent of showing the banks personnel

treating customers like gullible children.

The Rejuvenated Public Sector Banks

Another category that could offer stiff competition to ICICI Bank is the rejuvenated

public sector banks in India. These were banks that had already developed an extensivenetwork of branches, well-trained personnel, and a large customer base. However, despite

having the first-mover advantage, the popular perception that their service quality was

not as good as that of the private sector banks had worked to the advantage of ICICI Bank

in building its customer base. However, these slothful giants were waking up and several

banks like SBI, Bank of Baroda, and Canara Bank had undergone a transformation which

was communicated through a rebranding exercise.

SBI tried to showcase itself as a modern bank that offered its customers exotic features.

The creative manner in which the message was communicated is noteworthy.

The storyboard featured in Annexure 6 shows an uninformed woman who had bet against

SBIs extensive ATM network and was having to eat lot of green chillies for losing the

bet. This kind of innovative approach to brand building could not be associated with SBI

or any public sector bank previously. Customers patronizing the snazzy private banks were

expected to sit up and take notice of the modern public sector banks in India.

Another creative branding strategy has been adopted by Canara Bank (Annexure 7).

The punchline of the ad tells how Canara Bank has been changing for its own people,

i.e., customers. The message is communicated using a creative storyline that shows a South

Indian mother-in-law learning to speak Punjabi to impress her North Indian daughter-in-

law. The ad is a take-off from the increasing number of inter-community marriages in


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India and the growing incidence of mothers-in-law becoming friendly with their

daughters-in-law.

However, some Indian public sector banks have tried to highlight their strong bond

with their customers with whom they share a relationship that has extended over decades

and generations. Bank of India has shown a grandson being initiated into banking by his

grandfather who is a loyal customer of the bank.

The Intrepid New Indian Private Banks

Another aggressive set of banks that ICICI Bank needs to combat are the new breed of

Indian private banks. They have been set up with a vision to become the dominant

players in India. The website of YES Bank states that its brand vision is: To be

recognized as the Worlds Best Quality Bank in India. The brand slogans that

YES Bank intends to use include: Experience our expertise and YES for you(http://www.yesbank.in brandvision.htm).

Another aggressive private bank that ICICI Bank needs to tackle is the rejuvenated

Axis Bank. It was earlier known as Unit Trust of India (UTI) Bank, but in its new avatar,

it seems to have found a more compelling value proposition for customers. The storyboard

depicted in Annexure 8 shows a creative way of getting customers interested in Axis Bank.

There is a sly humor in the ad since it uses the backdrop of the wedding night

(suhaag raat) which is one occasion when any couple would not like to be disturbed.

A number of other banks like Kotak Bank have also launched aggressive brand

campaigns. Also, some Indian banks are tying up with foreign players to create more

powerful entities. For example, ING and Vysya Bank have created the ING Vysya Bank andthey would also be formidable challengers for ICICI Bank to tackle in the future.

Apart from the competitors, it is also quite possible for the customers to get bored

to see the same theme in the advertisements of ICICI Bank. Further, some media reports

regarding attacks on loan defaulters by recovery agents had tried to indict the ICICI Bank

of using strong arm tactics. Besides undertaking Public Relations (PR) exercises to clear

its position, the bank has also instituted measures for ensuring adherence to the code of

conduct. However, a revitalization of the brand could perhaps help the bank to gain

significant competitive advantage.

References

1. A Fall from Grace, Business World, December 23, 2007, available at http://

www.businessworld.in/index2.php?option=com_content&do_pdf=1&id=2743

2. Code of Conduct, available at http://www.icicibank.com/Pfsuser/webnews/english.pdf

3. David Haigh and Unni Krishnan (2006), These are Indias Most Valuable Brands,

Business Standard, April 11, available at http://rediff.co.in/money/2006/apr/11spec.htm

4. ICICI Bank Ropes in Shah Rukh Khan, CNBC TV 18, October 1, 2006, available at

http://www.moneycontrol.com/mccode/news/articlenews_article.php?autono=197333


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5. Kevin L Keller (2007), Strategic Brand Management, 3rd Edition, Pearson Education.

6. Purvita Chatterjee (2003), ICICI Bank Bid to Build Brand Thru Social Work,

The Hindu Business Line, July 5, available at http://www.thehindubusinessline.com/

2003/07/05/stories/2003070500150500.htm

7. SRK is ICICI Banks Brand Ambassador, The Times of India, January 9, 2006,

available at http://timesofindia.indiatimes.com/articleshow/1364842.cms

8. Shobhana Subramanian (2005), Whos the Banking King? ICICI or HDFC?,

Business Standard, June 14, available at http://www.rediff.com/money/2005/jun/14s

pec.htm

9. www.agencyfaqs.com

10. www.icicibank.com

11. www.msn.co.in

Annexure 1

History of ICICI

1955 : The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated at the

initiative of the World Bank, the Government of India and representatives of Indian industry,

with the objective of creating a development financial institution for providing medium-term

and long-term project financing to Indian businesses. Mr. A Ramaswami Mudaliar\elected as the

first Chairman of ICICI Limited.

: ICICI emerges as the major source of foreign currency loans to Indian industry. Besides funding

from the World Bank and other multi-lateral agencies, ICICI was also among the first Indiancompanies to raise funds from international markets.

1956 : ICICI declared its first dividend of 3.5%.

1958 : Mr. G L Mehta appointed the second Chairman of ICICI Ltd.

1960 : ICICI building at 163, Backbay Reclamation, inaugurated.

1961 : The first West German loan of DM 5 million from Kredianstalt obtained.

1967 : ICICI made its first debenture issue for Rs. 6 cr, which was oversubscribed.

1969 : The first two regional offices in Calcutta and Madras setup.

1972 : The second entity in India to setup merchant banking services.

: Mr. H T Parekh appointed the third Chairman of ICICI.

1977 : ICICI sponsored the formation of Housing Development Finance Corporation. Managed its first

equity public issue.

1978 : Mr. James Raj appointed the fourth Chairman of ICICI.

1979 : Mr. Siddharth Mehta appointed the fifth Chairman of ICICI.

(Contd...)


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Annexure 1

History of ICICI

1982 : 1982: ICICI became the first ever Indian borrower to raise the European Currency Units.

: ICICI commences leasing business.

1984 : Mr. S Nadkarni appointed the sixth Chairman of ICICI.

1985 : Mr. N Vaghul appointed the seventh Chairman and Managing Director of ICICI.

1986 : ICICI became the first Indian institution to receive ADB Loans.

: ICICI, along with UTI, setup Credit Rating Information Services of India Limited, Indias firstprofessional credit rating agency.

: ICICI promotes Shipping Credit and Investment Company of India Limited.

: The Corporation made a public issue of Swiss Franc 75 million in Switzerland, the first publicissue by any Indian entity in the Swiss Capital Market.

1987 : ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth DevelopmentCorporation (CDC), the first loan by CDC for financing projects in India.

1988 : Promoted TDICIIndias first venture capital company.

1993 : ICICI Securities and Finance Company Limited in joint venture with J P Morgan setup.

: ICICI Asset Management Company setup.

1994 : ICICI Bank setup.

1996 : ICICI Ltd. became the first company in the Indian financial sector to raise GDR.

: SCICI merged with ICICI Ltd.

: Mr. K V Kamath appointed the Managing Director and CEO of ICICI Ltd.

1997 : ICICI Ltd. was the first intermediary to move away from single prime rate to three-tier primerates structure and introduced yield-curve based pricing.

: The name The Industrial Credit and Investment Corporation of India Ltd. changed to ICICILtd.

: ICICI Ltd. announced the takeover of ITC Classic Finance.

1998 : Introduced the new logo symbolizing a common corporate identity for the ICICI Group.

: ICICI announced takeover of Anagram Finance.

1999 : ICICI launched retail financecar loans, house loans and loans for consumer durables.

: ICICI becomes the first Indian Company to list on the NYSE through an issue of AmericanDepositary Shares.

2000 : ICICI Bank became the first commercial bank from India to list its stock on NYSE.

: ICICI Bank announces merger with Bank of Madura.

2001 : The Boards of ICICI Ltd. and ICICI Bank approved the merger of ICICI with ICICI Bank.

2002 : ICICI Ltd. merged with ICICI Bank Ltd. to create Indias second largest bank in terms of assets.

: ICICI assigned higher than sovereign rating by Moodys.

: ICICI Bank launched Indias first CDO (Collateralized Debt Obligation) Fund named IndianCorporate Collateralized Debt Obligation Fund (ICCDO Fund).

: E Lobby, a self-service banking center inaugurated in Pune. It was the first of its kind in India.

(Contd...)

(...contd)


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Annexure 1

History of ICICI

: ICICI Bank launched Private Banking.

: 1100-seat Call Center setup in Hyderabad.

: ICICI Bank Home Shoppe, the first-ever permanent aggregation and display of housing projectsin the county, launched in Pune.

: ATM-on-Wheels, Indias first mobile ATM, launched in Mumbai.

2003 : The first Integrated Currency Management Centre launched in Pune.

: ICICI Bank announced the setting up of its first ever offshore branch in Singapore.

: The first Offshore Banking Unit (OBU) at Seepz Special Economic Zone, Mumbai, launched.

: ICICI Banks representative office inaugurated in Dubai.

: Representative office setup in China: ICICI Banks UK subsidiary launched.

: Indias first ever Visa Mini Credit Card, a 43% smaller credit card in dimensions launched.

: ICICI Bank subsidiary setup in Canada.

: Temasek Holdings acquired 5.2% stake in ICICI Bank.

: ICICI Bank became the market leader in retail credit in India.

2004 : Max Money, a home loan product that offers the dual benefit of higher eligibility andaffordability to a customer, introduced.

: Mobile banking service in India launched in association with Reliance Infocomm.

: Indias first multi-branded credit card with HPCL and Airtel launched.

: Kisan Loan Card and innovative, low-cost ATMs in rural India launched.

: ICICI Bank and CNBC TV 18 announced Indias first ever awards recognizing the achievementsof SMEs, a pioneering initiative to encourage the contribution of Small and Medium Enterprisesto the growth of Indian economy.

: ICICI Bank opened its 500th branch in India.

: ICICI Bank introduced partnership model wherein ICICI Bank would forge an alliance withexisting Micro Finance Institutions (MFIs). The MFI would undertake the promotional role ofidentifying, training and promoting the micro-finance clients and ICICI Bank would finance theclients directly on the recommendation of the MFI.

: ICICI Bank introduced 8-8 banking wherein all the branches of the Bank would remain openfrom 8 am to 8 pm from Monday to Saturday.

: ICICI Bank introduced the concept of floating rate for home loans in India.

2005 : First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi.

: Free for Life credit cards launched wherein annual fees of all ICICI Bank Credit Cards werewaived off.

: ICICI Bank and Visa jointly launched mChqa revolutionary credit card on the mobile phone.

: Private Banking Masters 2005, a nationwide Golf tournament for high networth clients of theprivate banking division launched. This event is the largest domestic invitation amateur golfevent conducted in India.

: First Indian company to make a simultaneous equity offering of $1.8 bn in India, the UnitedStates and Japan.

(Contd...)

(...contd)


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Annexure 1

History of ICICI

: Acquired IvestitsionnoKreditny Bank of Russia.

: ICICI Bank became the largest bank in India in terms of its market capitalization.

: ICICI Bank became the first private entity in India to offer a discount to retail investors forits follow-up offer.

2006 : ICICI Bank became the first Indian bank to issue hybrid Tier-1 perpetual debt in theinternational markets.

: ICICI Bank subsidiary set up in Russia.

: Introduced a new productNRI smart save Depositsa unique fixed deposit scheme fornonresident Indians.

: Representative offices opened in Thailand, Indonesia and Malaysia.

: ICICI Bank became the largest retail player in the market to introduce a biometric enabled smartcard that allow banking transactions to be conducted on the field. A low-cost solution, thisbecame an effective delivery option for ICICI Banks micro finance institution partners.

: Financial counseling centre Disha launched. Disha provides free credit counseling, financialplanning and debt management services.

: Bhoomi Puja conducted for a regional hub in Hyderabad, Andhra Pradesh.

2007 : ICICI Banks $2 bn 3-tranche international bond offering was the largest bond offering by anIndian bank.

: Sangli Bank amalgamated with ICICI Bank.

: ICICI Bank raised Rs. 20,000 cr (approx. $5 bn) from both domestic and international marketsthrough a follow-on public offer.

: ICICI Banks GBP 350 million international bond offering marked the inaugural deal in thesterling market from an Indian issuer and also the largest deal in the sterling market from Asia.

: Launched Indias first ever jewelry card in association with jewelry major Gitanjali Group.

: ICICI Bank became the first bank in India to launch a premium credit cardThe Visa SignatureCredit Card.

: Foundation stone laid for a regional hub in Gandhinagar, Gujarat.

: Introduced SME Toolkit, an online resource centre, to help small and medium enterprises start,finance and grow their business.

: ICICI Bank signed a multi-tranche dual currency US$1.5 bn syndication loan agreement in

Singapore.

: ICICI Bank became the first private bank in India to offer both floating and fixed rate on carloans, commercial vehicles loans, construction equipment loans and professional equipmentloans.

: In a first of its kind, nation wide initiative to attract bright graduate students to pursue a careerin banking, ICICI Bank launched the Probationary Officer Program.

: Launched Bank@home services for all savings and current a/c customers residing in India

: ICICI Bank Eurasia LLC inaugurated its first branch at St. Petersburg, Russia.

(...contd)


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Pretty sure this time, our manasserts his stand by paying

through his ICICI Bank debit

card.

As expected his wife comeswith a better deal of a value

pack, challenging his claim.

Picking up a toothpaste packour man again makes the same

point.

His wife on the other handselects some already packed

ones with the same quality

and declares, woman,

smarter.

... the pair lands up at a mall

to pick up some items for

home. Picking the best of

apples the man insists, man,smarter.

A man argues with his wifeover who is smarter of both

of them. Continuing the

fight ...

ICICI Bank

Annexure 2

Source: www.agencyfaqs.com

The advertisement comes to

an end as the couple walks out

of the mall hand in hand.

The poor man is put to silence

as his clever wife questions,

aur kiske honge yeh rewards?.

VO: Yeh hai smart. Kyunki

shopping ke liye sirf ICICI

Bank debit cards hi de aapko

rewards.


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... ICICI Bank concluding, ICICI

Bank. Its like coming home.

VO: ICICI Bank. The global

choice of the global Indian.

... reassuring to know theres

always someone I can bank on

... From there we reach Sydney.

He opens the door to ...

... Shahrukh takes us to Hong

Kong as he says, but wherever

in the world I am, its ...

... Dubai, he continues, today

in one city, tomorrow in another

continent ... From Dubai ...

... to London as he says, work

takes me to every corner of the

world ... As we reach ...

Shahrukh takes us to theShahrukh Khan world tour. From

New York we go with him ...

ICICI Bank

Annexure 3


Suspecting his brothers over-

smartness, she tells him how

he got their fathers demand

draft made online recently.

When she says that hes eyeing

their business, the husband

laughs it off saying, Kaash aisa

hota.

A woman complains to her

husband about Amar, her

brother-in-law, being extra smart

of late.

Annexure 4

Citibank

TVC Storyboards

(Contd...)


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Cut to another fellow who puts

across Rohits ability to

understand what you really

want.

Describing further, he states

that unlike other salesmen,

Rohit listened to what he said.

The film opens on a man

explaining us about Rohit, an

unusual, unique salesman.

Annexure 5

ABN AMRO

TVC Storyboards

(Contd...)

The ad ends on the VO:Citibank. Lets get it done.

Cut to the shot of Amardelighted at his fathers

suggestion.

The father praises, Amar financeke maamlon mein bada samajhdaar

ho gaya hai. Nayi factory handlekarne de dein?

VO: The Citibank savings

account makes you very efficient.So get ready for a little envy anda lot of success.

Much to her surprise, the husband

feels happy about his brotherbecoming responsible.

As he listens attentively, she

further tells him, Ab dekho, apnebank ke financial planner ko laayahai pitaji ke investment ke liye.

TVC Storyboards

Annexure 4

Source: TV Ad Indx/www.iBankLive.com

Citibank

(...contd)


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She goes to the airport with

him to receive her son and

newly wed Punjabi daughter-

in-law.

She compliments her husband

for the morning coffee, Coffee

badi changi hai.

She works hard throughout

the night trying to learn it.

She even uses the language to

deal with a south Indian

costermonger.

She does so while cooking.The film opens on a south

Indian woman learning to

speak Punjabi.

TVC Storyboards

Annexure 7


VO: Hum bhi apno ke liye

badal rahe hain. Wahi muskurate

chehre aur kuch nayi

technology. Canara Bank. Humbadle aapke liye.

The assurance coming in her

language from the mother-in-

law moves the girl so much

that she hugs her.

As the daughter-in-law bends

to touch her feet, she assures

her in Punjabi that she is now

part of the home.

Canara Bank


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Reference # 25J-2008-09-05-02

It ultimately reaches our man

standing at the door.

A number of hands show up

passing the glass to each other.

A hand comes up from beneath

and forwards the glass to

another hand.

As he gives her a signal, sheextends a glass of milk towardshim.

The husband steps in andlooks at his wife lovingly from

a distance.

The film opens on a bridewaiting for her husband onthe first night of their

marriage.

TVC Storyboards

Annexure 8


... plays, If you desire your

own space, we have home

loans to help you build it.

Axis Bank.

As we see a bunch of people

lying between the couple, the

voiceover ...

He takes a sip and gives a

flying kiss to his sweetheart.

Axis Bank


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Documents

EBSCOhost_ the ICICI Bank Brand_ is It Time for Revitalization