Dentsu Creative Impact, the creative agency from Dentsu Group, has been assigned the creative mandate for two brands of ICICI Securities’ retail division – ICICIdirect.com and ICICI Direct. The account moves from Pickle and is estimated to be around Rs 20 crore.
ICICIdirect.com, an online share trading site, claims to be a market leader right from its inception. It has received several awards and has been consistently acknowledged both by experts and consumers. ICICI Direct is the retail initiative of ICICI Securities and has expanded rapidly across geographies.
On chosing Dentsu as the creative agency, Ashish Kaul, VP - Marketing, ICICI Securities, said, “We were on the threshold of a major expansion and were sharpening our brand architecture. We needed to deploy refreshing communication strategies and required fast deliveries and turnaround times. This necessitated a change of agency and Dentsu fitted in perfectly.”
A company spokesperson for Dentsu said, “Our main job would be to make sure that both our brands stand out in the consumers’ minds and their leadership position gets strengthened. Our team is extremely upbeat and looking forward to working with Ashish and his team to create effective marketing campaigns that will position the company for its next phase of growth.”