Following the culmination of a creative pitch process, ICICI has decided to appoint Draftfcb Ulka to handle the creative duties of its credit card business. Draftfcb Ulka already has had a working relationship with ICICI when it had worked on campaigns for its international presence, the retail part of the business as well as handling some projects for the group’s corporate business.
This year will see a thrust on the ICICI credit card business and sources indicate that the spend would be well over Rs 20 crore. However, no official confirmation was forthcoming from either the agency or ICICI at the time of filing this report.
Bates 141 was the incumbent agency. Mindshare continues as the media AoR for the ICICI business.
It may be recalled that ICICI had launched a hunt for a creative partner for its credit card business in February 2011. It was learnt at that time that the agencies that were making the presentations included some of the roster agencies on ICICI’s other divisions, which included India, Lowe Lintas, Saatchi & Saatchi and Bates 141, among others.
ICICI hunts for creative partner for credit card division