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ICICI Bank to promote online security through new campaign

The ad campaign revolves around easing online card transaction process

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MUMBAI: ICICI Bank’s latest multimedia campaign addresses some of the key concerns of customers who use credit cards.

The campaign includes a set of three TVCs, showcases the ‘Manage Cards’ which is a first-in-the-industry feature, introduced to the bank’s mobile banking platform - iMobile. The feature for credit cards, gives customers the power to control the security of their cards right from their own phones at just the flick of a button, 24x7.

The three TVCs featuring Kalki Koechlin, Manoj Pahwa and Kunal Roy Kapoor, take a humorous road towards addressing the safety concerns of the consumers and are designed to instil a sense of self-security in their minds by showcasing them the strength of the ‘Manage Cards’ feature.

Each of the three TVCs cater to one of each features viz. ‘temporary block / unblock card’, ‘block / unblock online transactions’, ‘block / unblock international transactions’.

Ogilvy senior ECD Zenobia Pithawalla says, “Even though we use humour and exaggeration, we have still kept the communication extremely relatable, for people who are hesitant to use credit cards, owing to the fears associated with them. So when they see the ads, they are actually reassured of ICICI Bank's commitment to the security of their transactions.”

Ogilvy senior vice president Walter Noronha adds, “In today's booming retail market, our customers are truly enthused and excited about shopping, on-line and offline, be it India or abroad. However the fear of fraud during an on-line transaction or a card being misplaced always beckons. Our campaign aims at helping customers to enjoy while ICICI will take care of their fears via their technology platform.”

Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.

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