Business seems pouring in for FCB Ulka. The agency has managed to pip quite a few of crucial accounts in recent past. The latest in the row is that of the integrated account of IDBI Ltd. Media billings for the account are pegged at close to Rs 50 crore.
Industrial Development Bank of India (IDBI) has decided on FCB Ulka as the agency to handle its creative account. The media aspect of the business would be handled by Lodestar, the media arm of the agency. The company called a pitch following IDBI’s decision to merge with IDBI Bank in January 2004. And, over 22 agencies had participated in the first round. Following the initial round of presentations, IDBI announced a shortlist of agencies earlier this month. The list included Adfactors, FCB Ulka, RK Swamy, Grey Global and Image Ads.
Earlier in the year, IDBI announced its decision to convert from a development bank into a commercial retail bank. This entailed a merger of IDBI and IDBI Bank and the new entity would be called IDBI Ltd, which would be operational from around October 2004. FCB Ulka’s prime responsibility is to create a differentiated identity of the new entity and give it a place in the consumer’s mind.
At the time of filing the story, officials from IDBI or the agency were not available for comments.