Ad Campaigns
ICICI launches campaign to promote iMobile app
MUMBAI: ICICI Bank has started new promotions for its app iMobile. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ (Your bank in an app).
Ogilvy has created five different films, each highlighting one feature of the app. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach. Another first for ICICI was the use of humour in a campaign for a banking product.
Ogilvy senior executive creative director Zenobia Pithawalla said, “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner reiterating the joy of banking with ICICI Bank.”
Ogilvy senior vice president Walter Noronha says, “Our aim was to communicate all products and services in one app, with a view to cross-sell the multitude of offerings by the bank and drive the brand experience further.”
The iMobile app is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country. Adding to that, for the last three years, The Forrester Banking WaveTM has been recognising ICICI Bank’s efforts in providing cutting edge mobile banking services and recognised ICICI Bank iMobile app as ‘India’s Best Mobile Banking Experience’ in 2018.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
