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ICICIdirect rolls out national campaign to fortify position

ICICIdirect rolls out national campaign to fortify position

Author | Deepa Balasubramanian | Wednesday, Nov 20,2013 9:08 AM

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ICICIdirect rolls out national campaign to fortify position

ICICIdirect, the retail investment platform of ICICI Securities, has rolled out its national advertising campaign, ‘Leadership at Work. For You’. The campaign seeks to establish the convenience and expertise in investments provided by ICICIdirect by virtue of its experience, scale of operations and sheer range of the best investment options available in India.

Commenting on the campaign, Vineet Arora, Executive Vice President, ICICI Securities said, “Today, technology has enabled convenience and the new generation of Indians demand everything at the touch of their fingertips. For the past decade, ICICIdirect has been focusing on services through innovative use of technology to empower investors meet their financial goals. The ICICIdirect Mega Move film is a salute to our 2.7 million customers who rapidly adapted to technology and encouraged us to offer the best of investment options.”

The campaign involves TV, print and digital media, with the percentage of segregation being 65 per cent for TV, 25 per cent for digital and 10 per cent for print and BTL activities.

The campaign is also available on YouTube and will be extended to the entire social media, including Facebook and twitter. The campaign will also extensively use the digital media through creative innovations based on the target audience.

The TVC has been created by Dentsu Communications and is targeted at the age group of 30-55 years. The film depicts gigantic and futuristic modes of transporting huge assets such as financial centres, oil rigs and wind turbines to the doorstep of a young investor who is investing using ICICIdirect. The ad symbolises the work that goes behind the scene to make investment through ICICIdirect so convenient and transparent.

On the creative thought process behind the TVC, Arijit Ray, CEO, Dentsu Communications explained, “We needed an idea that dimensionalised and brought to life the pioneering role ICICIdirect plays in the online financial investment space. The Mega Move idea did just that. Our creative and production teams collaborated really well with the production house to take the final execution to the next level in terms of scale, look and finish.”

ICICIdirect has been a big proponent of social media. Earlier this year, the company had launched a social media campaign, where financial wisdom was imparted through special animated characters ‘Gyano’, the magician, and ‘Mobo’, the money boss. Through the Gyaan-Mobo campaign, ICICIdirect has sought to educate netizens on attainting their financial goals through a fun and interactive mode. 

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