MUMBAI: Citibank India has launched a new 40-seconds television commercial, targeting the affluent segment. The TVC was created by Publicis Ambience. 
 
The launch of the campaign is timed to lead into Citibank’s 4th successive year of sponsorship of the DLF IPL, in which it already has an established ‘Citibank Moments of Success‘ platform. 
 
Said Citibank India chief marketing officer Sanjeev Kapur, "We were very clear that the campaign was not about any particular product or service. Creatively, this was achieved by the agency‘s use of the photosonic technique that helped amplify the moments of success that put a smile on our clients‘ faces. Both the use of fresh talent and a memorable music score were also important aspects of the film."
 
The TVC is directed by Arun Gopalan, while the music is given by Vipin Mishra.