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O&M assigned creative mandate for IDBI Bank

27-August-2008
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O&M assigned creative mandate for IDBI Bank

O&M has bagged the creative duties of IDBI Bank Ltd. The agency will be handling the corporate and product advertisements for IDBI, which had recently revamped its business and organisation structure. The strategic repositioning of the brand would be further aided by O&M through appropriate communication to all stakeholders. Maxus is the media agency on the account.

From being a pure development financial institution, IDBI Bank today is a full service commercial bank offering a spectrum of financial products and services in the areas of retail and corporate banking, agriculture, SMEs, investment banking, life insurance, and equity broking segments, all under a one roof.

Commenting on the win, Piyush Pandey, Executive Chairman & National Creative Director, O&M, said, “I am extremely delighted that IDBI has chosen O&M as its partner. IDBI is an organisation that has done tremendous service to the nation. I am looking forward to leading a team that creates impactful communication for this wonderful brand.”

Deepika Sabharwal Tiwari, Senior Vice President, O&M, said, “The task ahead for Ogilvy is to give IDBI Bank a distinct identity amidst the clutter of financial brands, while building emotional affinity towards the brand; to move it from being the most admired bank to the most loved bank.”

Reacting to the win, Abhijit Avasthi, Executive Creative Director, South Asia, O&M, said, “I am waiting to get my hands dirty on the brand real soon. They have clarity in what they want and the thinking is very simple. As marketers, they have immense faith in the agency and, therefore, the pressure is on us to deliver.”

With the recent strategic repositioning, IDBI Bank aspires to be among the top five banks by asset size and market capitalisation by the year 2012. The bank rides on a state-of-the-art IT platform to structure and deliver personalised banking services and customised financial solutions to its clients.

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