The quite shopping of ICICI Personal Loans has culminated and the brand has decided on 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 in the region of Rs 10 to 12 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 has been ICICI Personal Loans’ decision to reposition itself in the market. The brand will be utilising a multimedia campaign, which is scheduled to break early February 2005.
ICICI Bank has a network of about 470 branches and extension counters and over 1,800 ATMs.It 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.