The quiet shopping of ICICI Personal Loans has culminated and the brand has chosen the agency to take care of its creative needs. In the wake of a multi-agency pitch, the account moves to Bates India. The ads spends are pegged at around Rs 10 crore.
The other agencies in the fray were Lowe, Grey Worldwide, Interface and Leo Burnett. The pitch was called almost a month back. Informed sources share that a reason for the pitch is ICICI Personal Loans’ decision to reposition itself in the market. The brand will launch a multimedia campaign, which is scheduled to break early February.
ICICI Bank has a network of about 470 branches and extension counters and over 1,800 ATMs. The financial major offers a range of banking products and financial services to corporate and retail customers. A reason behind the new agency for Personal Loans is to strengthen this ICICI offering in the market as well.