Case Study

The ICICI Bank Brand: Is It Time for Revitalization?

Kaushik Mukerjee*

Introduction
The ICICI (Industrial Credit and Investment Corporation of India) has had a chequered history since its incorporation in 1955, but the ICICI Bank was set up much later in 1994. However, the bank has made rapid progress and become the largest private bank in India (www.wikipedia.org). In fact, judged on the basis of size, the only bank ahead of the ICICI in the public sector is the State Bank of India (SBI). The milestones in the history of ICICI are given in Annexure 1. In 2007, the performance of ICICI bank was remarkable. The total assets were Rs. 3446.58 bn ($79 bn) as on March 31, 2007, while the network increased to 950 branches and 3,300 ATMs (www.icicibank.com). The services offered by the bank were enhanced to include several areas like: Demat accounts, Insurance and Personal banking. The Managing Director, K V Kamat was honored with the Forbes Asias Businessman of the Year Award in 2007 as a recognition of the stupendous rise of the ICICI Bank in just a decade of its existence. No other bank in India has achieved this kind of growth and market penetration in such a short time. However, the Indian banking industry has seen major changes in the recent past. Though ICICI Bank has succeeded in creating a good brand image through well-executed branding strategies, the strategies of aggressive competitors are something that it cannot afford to ignore. It is a challenge for the bank to ensure that the brand equity is handled well to maintain its position in the banking industry.

The Brand-Building Strategies of ICICI Bank

The ICICI Bank brand-building strategies are noteworthy. In a market that had established public sector banks (SBI, Bank of Baroda and Union Bank of India); multinational private sector banks (Citibank and the Hong Kong and Shanghai Banking Corporation Limited (HSBC)); and domestic private sector banks (The Housing Development Finance Corporation Limited (HDFC), and ING Vysya) the brand-building had to be effective in creating a distinct image and offering the right value proposition to customers. The strategies adopted by the bank are:
* Associate Dean, The Icfai Business School, Pune, India. E-mail: kmukerjee@ibsindia.org Case Study Icfai University Press. All Rights Reserved. 2008 The 81

Brand Salience1
ICICI Bank created a distinct image in the customers minds with the effective use of symbols for easy recall. The Indian psyche was considered while deciding the elements for creating brand salience. The intent was to communicate the brand valuetrustworthy. For a bank, trustworthiness is a highly desirable attribute. So, if the customers could be convinced about the banks trustworthiness, branding would be effective. The symbols chosen by the bank for creating salience have great relevance for the Indian culture. Vermilion (sindoor) represents trust for the typical Indian woman and ICICI Bank decided to use this symbol to denote the trustworthiness of the bank. To support the symbol, a suitable tagline was also created. The television advertisement showed a bank where the officer puts his hand on this heart while the tagline hum hain naa (we are there for you) was sung in a distinctive tune. The features that enabled brand salience included: The logo of ICICI Bank. The use of sindoor being applied with a finger and the logo of the ICICI Bank showing up. The use of the tagline hum hain naa. The use of a distinctive jingle for communicating the tagline. By ensuring brand salience, even in a competitive environment where the public sector banks had adopted aggressive marketing strategies and the multinational banks were using their global branding campaigns, the ICICI Bank was able to ensure quick and easy recall of its brand among the segments it targeted. The use of DSAs (Direct Sales Associates) helped in ensuring easy reach and enabled penetration into the market. The ATMs (Automated Teller Machines) set up by the bank also enhanced the recall of the brand each time people passed by the kiosk. ICICI Bank also introduced uniforms for its customer service personnel to enable easy identification and communication of the brand elements. Among the colors used in the logo, orange was used heavily to denote a strong sense of warmth and comfort. The message that the brand intended to convey through these colors was that customers felt a sense of comfort while dealing with the bank.

Brand Performance and Brand Imagery2

Apart from creating brand salience, brand performance and imagery were critical to ensure that the brand image actually served the purpose. Salience only enabled easy
1

Brand Salience: It involves creating the right brand identity and enabling customers to recall and identify the brand under different circumstances (Strategic Brand Management by Kevin L Keller published by Pearson Education). Brand Performance: It relates to the ways in which the product or service attempts to meet the customers more functional needs. Brand Imagery: It deals with the extrinsic properties of the product or service including the ways in which the brand attempts to meet the customers psychological or social needs. (Strategic Brand Management by Kevin L Keller published by Pearson Education). The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

82

recall, but savvy customers judged the bank on various parameters and the brand had to promise the right kind of performance supported by suitable imagery. When it came to brand performance, the ICICI Bank highlighted the features that distinguished the brands performance. During the late 1990s when other banks had not set up their ATM networks, ICICI Bank highlighted its extensive ATM network across the major cities in India. Also, the gamut of services available under one roof were showcased as distinguishing factors. However, the brands performance was modified as the other banks caught up with the performance offered by the ICICI Bank. The other banks also set up extensive ATM networks and added other services to their list of products. The ICICI Bank then started innovating and accordingly modified its promised performance. In 2004, the bank had reasoned that most customers found it difficult to go to the bank during office hours and therefore it introduced the 8 am to 8 pm banking. This was highlighted as a distinguishing feature of the bank since other banks were not offering such convenient banking hours. The ICICI Bank had also introduced the modern methods of banking like Internet banking and phone banking. For the High Networth customers (HNWIs), the concept of Private Banking was introduced, where special attention was given to them. Brand imagery was managed through advertisements that showed officers serving customers with a smile which is almost unthinkable for the typical Indian customers who are used to the phlegmatic nature of public sector bank officers. The attractively designed interiors of the bank were also shown in the advertisements to reinforce the imagery. The storyboard of one such advertisement is given in Annexure 2. The website www.icicibank.com reflected the imagery in a very proper manner. The site used the orange hue from the logo to express warmth and reassurance to customers. Also, the links in the site (Exhibit 1) show the concern for customers. The noteworthy links are:
Exhibit 1: The Website of ICICI Bank

Souce: www.icicibank.com

Case Study

83

 Protect yourself from phishing Transparency 24x7 Customer Care The incidences of phishing were of major concern for customers where their personal data was stolen by unscrupulous people through fraudulent e-mails and the data used for hacking into their bank accounts. The ICICI Bank wanted to show concern for its customers and live up to the tagline hum hain naa through these initiatives. The aspect of transparency and customer care also helped in reassuring the customers.

Brand Judgment and Brand Feelings3

The brand salience, performance and imagery needed to induce proper judgment and feelings among the customers. For this to happen, ICICI Bank needed to create the right kind of impact on the customers when they were exposed to brand communication. Therefore, the customers feelings and social approval issues were important in this context. To ensure this, ICICI Bank used appropriate models that the target segment could easily relate with. The models could fit into the role of the guy next door, who was smart, modern and yet adhered to traditional values. The women were shown wearing salwar kameez instead of western outfits while the men wore smart clothes but not suits. They looked decent and sported normal hairstyles instead of eye popping trendy cuts that middle-class people found inappropriate. Also, the manner in which the husband and the wife interacted had a modern touch wherein the wife did not treat her husband as pati-parameshwar (in the earlier generations, the husband was regarded as the lord and master by the wife) but more as a friend and companion. Brand associations were necessary to induce the desired feelings and judgment among the target segment. Since Hindi movies have enjoyed great popularity in India, actors like Shah Rukh Khan enjoy tremendous popularity and fan following. This was exploited by the ICICI Bank wherein, the actor played the role of a global Indian. In fact, the Non Resident Indian (NRI) segment manages to get a feel of India in a foreign land through the Hindi movies by watching them on DVD players. The storyboard of this advertisement is given in Annexure 3.

The Changing Competitive Landscape

The growth in the Indian economy has attracted several foreign banks. These banks enjoyed a good brand image and global advantage. The once slothful Indian public sector banks have been adopting aggressive branding strategies. Banks like the Bank of Baroda, Canara Bank and SBI have undertaken some noteworthy brand building strategies in the recent past. To top it all, there is competition from the new Indian private banks like Kotak Bank and YES Bank.
3

Brand Judgment: It focuses on the customers personal opinions and evaluations with regard to the brand Brand Brand Feelings: They are customers emotional responses and reactions with respect to the brand. (Strategic Brand Management by Kevin L Keller published by Pearson Education). The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

84

The Challenge from Foreign Banks Foreign banks like Citibank and Standard Chartered have been functioning for many decades in India. However, they have become aggressive in their branding only during the past few years to capitalize the growth in the Indian economy. Also, several other foreign banks like ABN AMRO and HSBC have launched brand campaigns to target the Indian customers.
Citibank launched a new branding exercise wherein the logo was redesigned to project a smart and contemporary look and the tagline lets get it done seemed to reflect the mantra of the intrepid young achievers. The media has been highlighting the successes achieved by young people in the corporate world, and Citibanks branding seemed to reflect this phenomenon. The storyboard given in Annexure 4 shows a young guy who needs to bridge the gap between managing responsibilities and managing success which Citibank promises to fulfill. Some of the foreign banks were trying to change the perception of Indians when it came to banking industry personnel. An advertisement of ABN AMRO Bank (Annexure 5) makes this attempt. The advertisement mentions: Every day personal bankers from ABN AMRO change the way people think about what to expect from a bank. Barclays Bank has even gone to the extent of showing the banks personnel treating customers like gullible children.

The Rejuvenated Public Sector Banks

Another category that could offer stiff competition to ICICI Bank is the rejuvenated public sector banks in India. These were banks that had already developed an extensive network of branches, well-trained personnel, and a large customer base. However, despite having the first-mover advantage, the popular perception that their service quality was not as good as that of the private sector banks had worked to the advantage of ICICI Bank in building its customer base. However, these slothful giants were waking up and several banks like SBI, Bank of Baroda, and Canara Bank had undergone a transformation which was communicated through a rebranding exercise. SBI tried to showcase itself as a modern bank that offered its customers exotic features. The creative manner in which the message was communicated is noteworthy. The storyboard featured in Annexure 6 shows an uninformed woman who had bet against SBIs extensive ATM network and was having to eat lot of green chillies for losing the bet. This kind of innovative approach to brand building could not be associated with SBI or any public sector bank previously. Customers patronizing the snazzy private banks were expected to sit up and take notice of the modern public sector banks in India. Another creative branding strategy has been adopted by Canara Bank (Annexure 7). The punchline of the ad tells how Canara Bank has been changing for its own people, i.e., customers. The message is communicated using a creative storyline that shows a South Indian mother-in-law learning to speak Punjabi to impress her North Indian daughter-inlaw. The ad is a take-off from the increasing number of inter-community marriages in
Case Study 85

India and the growing incidence of mothers-in-law becoming friendly with their daughters-in-law. However, some Indian public sector banks have tried to highlight their strong bond with their customers with whom they share a relationship that has extended over decades and generations. Bank of India has shown a grandson being initiated into banking by his grandfather who is a loyal customer of the bank.

The Intrepid New Indian Private Banks Another aggressive set of banks that ICICI Bank needs to combat are the new breed of Indian private banks. They have been set up with a vision to become the dominant players in India. The website of YES Bank states that its brand vision is: To be recognized as the Worlds Best Quality Bank in India. The brand slogans that YES Bank intends to use include: Experience our expertise and YES for you (http://www.yesbank.in brandvision.htm).
Another aggressive private bank that ICICI Bank needs to tackle is the rejuvenated Axis Bank. It was earlier known as Unit Trust of India (UTI) Bank, but in its new avatar, it seems to have found a more compelling value proposition for customers. The storyboard depicted in Annexure 8 shows a creative way of getting customers interested in Axis Bank. There is a sly humor in the ad since it uses the backdrop of the wedding night (suhaag raat) which is one occasion when any couple would not like to be disturbed. A number of other banks like Kotak Bank have also launched aggressive brand campaigns. Also, some Indian banks are tying up with foreign players to create more powerful entities. For example, ING and Vysya Bank have created the ING Vysya Bank and they would also be formidable challengers for ICICI Bank to tackle in the future. Apart from the competitors, it is also quite possible for the customers to get bored to see the same theme in the advertisements of ICICI Bank. Further, some media reports regarding attacks on loan defaulters by recovery agents had tried to indict the ICICI Bank of using strong arm tactics. Besides undertaking Public Relations (PR) exercises to clear its position, the bank has also instituted measures for ensuring adherence to the code of conduct. However, a revitalization of the brand could perhaps help the bank to gain significant competitive advantage.

References
1. A Fall from Grace, Business World, December 23, 2007, available at http:// www.businessworld.in/index2.php?option=com_content&do_pdf=1&id=2743 2. Code of Conduct, available at http://www.icicibank.com/Pfsuser/webnews/english.pdf 3. David Haigh and Unni Krishnan (2006), These are Indias Most Valuable Brands, Business Standard, April 11, available at http://rediff.co.in/money/2006/apr/11spec.htm 4. ICICI Bank Ropes in Shah Rukh Khan, CNBC TV 18, October 1, 2006, available at http://www.moneycontrol.com/mccode/news/articlenews_article.php?autono=197333
86 The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

5. Kevin L Keller (2007), Strategic Brand Management, 3rd Edition, Pearson Education. 6. Purvita Chatterjee (2003), ICICI Bank Bid to Build Brand Thru Social Work, The Hindu Business Line, July 5, available at http://www.thehindubusinessline.com/ 2003/07/05/stories/2003070500150500.htm 7. SRK is ICICI Banks Brand Ambassador, The Times of India, January 9, 2006, available at http://timesofindia.indiatimes.com/articleshow/1364842.cms 8. Shobhana Subramanian (2005), Whos the Banking King? ICICI or HDFC?, Business Standard, June 14, available at http://www.rediff.com/money/2005/jun/14s pec.htm 9. www.agencyfaqs.com 10. www.icicibank.com 11. www.msn.co.in

Annexure 1
History of ICICI
1955 : The Industrial Credit and Investment Corporation of India Limited (ICICI) incorporated at the initiative of the World Bank, the Government of India and representatives of Indian industry, with the objective of creating a development financial institution for providing medium-term and long-term project financing to Indian businesses. Mr. A Ramaswami Mudaliar\elected as the first Chairman of ICICI Limited. : ICICI emerges as the major source of foreign currency loans to Indian industry. Besides funding from the World Bank and other multi-lateral agencies, ICICI was also among the first Indian companies to raise funds from international markets. 1956 : ICICI declared its first dividend of 3.5%. 1958 : Mr. G L Mehta appointed the second Chairman of ICICI Ltd. 1960 : ICICI building at 163, Backbay Reclamation, inaugurated. 1961 : The first West German loan of DM 5 million from Kredianstalt obtained. 1967 : ICICI made its first debenture issue for Rs. 6 cr, which was oversubscribed. 1969 : The first two regional offices in Calcutta and Madras setup. 1972 : The second entity in India to setup merchant banking services. : Mr. H T Parekh appointed the third Chairman of ICICI. 1977 : ICICI sponsored the formation of Housing Development Finance Corporation. Managed its first equity public issue. 1978 : Mr. James Raj appointed the fourth Chairman of ICICI. 1979 : Mr. Siddharth Mehta appointed the fifth Chairman of ICICI. (Contd...)
Case Study 87

Annexure 1
History of ICICI

(...contd)

1982 : 1982: ICICI became the first ever Indian borrower to raise the European Currency Units. : ICICI commences leasing business. 1984 : Mr. S Nadkarni appointed the sixth Chairman of ICICI. 1985 : Mr. N Vaghul appointed the seventh Chairman and Managing Director of ICICI. 1986 : ICICI became the first Indian institution to receive ADB Loans. : ICICI, along with UTI, setup Credit Rating Information Services of India Limited, Indias first professional credit rating agency. : ICICI promotes Shipping Credit and Investment Company of India Limited. : The Corporation made a public issue of Swiss Franc 75 million in Switzerland, the first public issue by any Indian entity in the Swiss Capital Market. 1987 : ICICI signed a loan agreement for Sterling Pound 10 million with Commonwealth Development Corporation (CDC), the first loan by CDC for financing projects in India. 1988 : Promoted TDICIIndias first venture capital company. 1993 : ICICI Securities and Finance Company Limited in joint venture with J P Morgan setup. : ICICI Asset Management Company setup. 1994 : ICICI Bank setup. 1996 : ICICI Ltd. became the first company in the Indian financial sector to raise GDR. : SCICI merged with ICICI Ltd. : Mr. K V Kamath appointed the Managing Director and CEO of ICICI Ltd. 1997 : ICICI Ltd. was the first intermediary to move away from single prime rate to three-tier prime rates structure and introduced yield-curve based pricing. : The name The Industrial Credit and Investment Corporation of India Ltd. changed to ICICI Ltd. : ICICI Ltd. announced the takeover of ITC Classic Finance. 1998 : Introduced the new logo symbolizing a common corporate identity for the ICICI Group. : ICICI announced takeover of Anagram Finance. 1999 : ICICI launched retail financecar loans, house loans and loans for consumer durables. : ICICI becomes the first Indian Company to list on the NYSE through an issue of American Depositary Shares. 2000 : ICICI Bank became the first commercial bank from India to list its stock on NYSE. : ICICI Bank announces merger with Bank of Madura. 2001 : The Boards of ICICI Ltd. and ICICI Bank approved the merger of ICICI with ICICI Bank. 2002 : ICICI Ltd. merged with ICICI Bank Ltd. to create Indias second largest bank in terms of assets. : ICICI assigned higher than sovereign rating by Moodys. : ICICI Bank launched Indias first CDO (Collateralized Debt Obligation) Fund named Indian Corporate Collateralized Debt Obligation Fund (ICCDO Fund). : E Lobby, a self-service banking center inaugurated in Pune. It was the first of its kind in India. (Contd...)
88 The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

Annexure 1
History of ICICI
: ICICI Bank launched Private Banking. : 1100-seat Call Center setup in Hyderabad.

(...contd)

: ICICI Bank Home Shoppe, the first-ever permanent aggregation and display of housing projects in the county, launched in Pune. : ATM-on-Wheels, Indias first mobile ATM, launched in Mumbai. 2003 : The first Integrated Currency Management Centre launched in Pune. : ICICI Bank announced the setting up of its first ever offshore branch in Singapore. : The first Offshore Banking Unit (OBU) at Seepz Special Economic Zone, Mumbai, launched. : ICICI Banks representative office inaugurated in Dubai. : Representative office setup in China: ICICI Banks UK subsidiary launched. : Indias first ever Visa Mini Credit Card, a 43% smaller credit card in dimensions launched. : ICICI Bank subsidiary setup in Canada. : Temasek Holdings acquired 5.2% stake in ICICI Bank. : ICICI Bank became the market leader in retail credit in India. 2004 : Max Money, a home loan product that offers the dual benefit of higher eligibility and affordability to a customer, introduced. : Mobile banking service in India launched in association with Reliance Infocomm. : Indias first multi-branded credit card with HPCL and Airtel launched. : Kisan Loan Card and innovative, low-cost ATMs in rural India launched. : ICICI Bank and CNBC TV 18 announced Indias first ever awards recognizing the achievements of SMEs, a pioneering initiative to encourage the contribution of Small and Medium Enterprises to the growth of Indian economy. : ICICI Bank opened its 500th branch in India. : ICICI Bank introduced partnership model wherein ICICI Bank would forge an alliance with existing Micro Finance Institutions (MFIs). The MFI would undertake the promotional role of identifying, training and promoting the micro-finance clients and ICICI Bank would finance the clients directly on the recommendation of the MFI. : ICICI Bank introduced 8-8 banking wherein all the branches of the Bank would remain open from 8 am to 8 pm from Monday to Saturday. : ICICI Bank introduced the concept of floating rate for home loans in India. 2005 : First rural branch and ATM launched in Uttar Pradesh at Delpandarwa, Hardoi. : Free for Life credit cards launched wherein annual fees of all ICICI Bank Credit Cards were waived off. : ICICI Bank and Visa jointly launched mChqa revolutionary credit card on the mobile phone. : Private Banking Masters 2005, a nationwide Golf tournament for high networth clients of the private banking division launched. This event is the largest domestic invitation amateur golf event conducted in India. : First Indian company to make a simultaneous equity offering of $1.8 bn in India, the United States and Japan. (Contd...)
Case Study 89

Annexure 1
History of ICICI
: Acquired IvestitsionnoKreditny Bank of Russia. : ICICI Bank became the largest bank in India in terms of its market capitalization.

(...contd)

: ICICI Bank became the first private entity in India to offer a discount to retail investors for its follow-up offer. 2006 : ICICI Bank became the first Indian bank to issue hybrid Tier-1 perpetual debt in the international markets. : ICICI Bank subsidiary set up in Russia. : Introduced a new productNRI smart save Depositsa unique fixed deposit scheme for nonresident Indians. : Representative offices opened in Thailand, Indonesia and Malaysia. : ICICI Bank became the largest retail player in the market to introduce a biometric enabled smart card that allow banking transactions to be conducted on the field. A low-cost solution, this became an effective delivery option for ICICI Banks micro finance institution partners. : Financial counseling centre Disha launched. Disha provides free credit counseling, financial planning and debt management services. : Bhoomi Puja conducted for a regional hub in Hyderabad, Andhra Pradesh. 2007 : ICICI Banks $2 bn 3-tranche international bond offering was the largest bond offering by an Indian bank. : Sangli Bank amalgamated with ICICI Bank. : ICICI Bank raised Rs. 20,000 cr (approx. $5 bn) from both domestic and international markets through a follow-on public offer. : ICICI Banks GBP 350 million international bond offering marked the inaugural deal in the sterling market from an Indian issuer and also the largest deal in the sterling market from Asia. : Launched Indias first ever jewelry card in association with jewelry major Gitanjali Group. : ICICI Bank became the first bank in India to launch a premium credit cardThe Visa Signature Credit Card. : Foundation stone laid for a regional hub in Gandhinagar, Gujarat. : Introduced SME Toolkit, an online resource centre, to help small and medium enterprises start, finance and grow their business. : ICICI Bank signed a multi-tranche dual currency US$1.5 bn syndication loan agreement in Singapore. : ICICI Bank became the first private bank in India to offer both floating and fixed rate on car loans, commercial vehicles loans, construction equipment loans and professional equipment loans. : In a first of its kind, nation wide initiative to attract bright graduate students to pursue a career in banking, ICICI Bank launched the Probationary Officer Program. : Launched Bank@home services for all savings and current a/c customers residing in India : ICICI Bank Eurasia LLC inaugurated its first branch at St. Petersburg, Russia.

90

The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

Annexure 2
ICICI Bank

A man argues with his wife over who is smarter of both of them. Continuing the fight ...

... the pair lands up at a mall to pick up some items for home. Picking the best of apples the man insists, man, smarter.

His wife on the other hand selects some already packed ones with the same quality and declares, woman, smarter.

Picking up a toothpaste pack our man again makes the same point.

As expected his wife comes with a better deal of a value pack, challenging his claim.

Pretty sure this time, our man asserts his stand by paying through his ICICI Bank debit card.

VO: Yeh hai smart. Kyunki shopping ke liye sirf ICICI Bank debit cards hi de aapko rewards.

The poor man is put to silence as his clever wife questions, aur kiske honge yeh rewards?.

The advertisement comes to an end as the couple walks out of the mall hand in hand.

Source: www.agencyfaqs.com

Case Study

91

Annexure 3
ICICI Bank

Shahrukh takes us to the Shahrukh Khan world tour. From New York we go with him ...

... to London as he says, work takes me to every corner of the world ... As we reach ...

... Dubai, he continues, today in one city, tomorrow in another continent ... From Dubai ...

... Shahrukh takes us to Hong Kong as he says, but wherever in the world I am, its ...

... reassuring to know theres always someone I can bank on ... From there we reach Sydney. He opens the door to ...
Source: www.agencyfaqs.com

... ICICI Bank concluding, ICICI Bank. Its like coming home. VO: ICICI Bank. The global choice of the global Indian.

Annexure 4
TVC Storyboards
Citibank

A woman complains to her husband about Amar, her brother-in-law, being extra smart of late.

When she says that hes eyeing their business, the husband laughs it off saying, Kaash aisa hota.

Suspecting his brothers oversmartness, she tells him how he got their fathers demand draft made online recently. (Contd...)

92

The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

Annexure 4
TVC Storyboards
Citibank

(...contd)

As he listens attentively, she Much to her surprise, the husband further tells him, Ab dekho, apne feels happy about his brother bank ke financial planner ko laaya becoming responsible. hai pitaji ke investment ke liye.

VO: The Citibank savings account makes you very efficient. So get ready for a little envy and a lot of success.

The father praises, Amar finance ke maamlon mein bada samajhdaar ho gaya hai. Nayi factory handle karne de dein?

Cut to the shot of Amar delighted at his fathers suggestion.

Source: TV Ad Indx/www.iBankLive.com

The ad ends on the VO: Citibank. Lets get it done.

Annexure 5
TVC Storyboards
ABN AMRO

The film opens on a man explaining us about Rohit, an unusual, unique salesman.

Describing further, he states that unlike other salesmen, Rohit listened to what he said.

Cut to another fellow who puts across Rohits ability to understand what you really want. (Contd...)

Case Study

93

Annexure 5
TVC Storyboards
ABN AMRO

(...contd)

The ad now shows another individual thanking somebody for the new house hes checked in.

VO: Every day personal bankers from ABN AMRO change the way people think about what ...
Source: TV Ad Indx/www.iBankLive.com

... to expect from a bank. Final shot of the man suggesting us to meet Rohit if he calls.

Annexure 6
TVC Storyboards
SBI

The ad opens on a woman eating Providing her with water, her ... bina security liye aapko personal green chillies with great effort in a friend tells us, did you know loan deta hai? ... Giving the restaurant. poor woman more ... State Bank of India ...

... green chillies, she continues, SBIs personal loans require no security, no collateral, nothing.

Taking the story further, she questions us, yakeen nahin karte na? Isne bhi nahin kiya tha. Shart lagai, haar gayi. The ad ends on the ...
Source: TV Ad Indx/www.iBankLive.com

... hapless woman receiving continuous supply of chillies and water from her friend. Super: Personal loans without any security. Suprisingly SBI.

94

The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,

Annexure 7
TVC Storyboards
Canara Bank

The film opens on a south Indian woman learning to speak Punjabi.

She does so while cooking.

She even uses the language to deal with a south Indian costermonger.

She works hard throughout the night trying to learn it.

She compliments her husband for the morning coffee, Coffee badi changi hai.

She goes to the airport with him to receive her son and newly wed Punjabi daughterin-law.

As the daughter-in-law bends to touch her feet, she assures her in Punjabi that she is now part of the home.

The assurance coming in her language from the mother-inlaw moves the girl so much that she hugs her.

VO: Hum bhi apno ke liye badal rahe hain. Wahi muskurate chehre aur kuch nayi technology. Canara Bank. Hum badle aapke liye.

Source: www.agencyfaqs.com

Case Study

95

Annexure 8
TVC Storyboards
Axis Bank

The film opens on a bride waiting for her husband on the first night of their marriage.

The husband steps in and looks at his wife lovingly from a distance.

As he gives her a signal, she extends a glass of milk towards him.

A hand comes up from beneath and forwards the glass to another hand.

A number of hands show up passing the glass to each other.

It ultimately reaches our man standing at the door.

He takes a sip and gives a flying kiss to his sweetheart.

As we see a bunch of people lying between the couple, the voiceover ...

... plays, If you desire your own space, we have home loans to help you build it. Axis Bank.

Source: www.agencyfaqs.com

Reference # 25J-2008-09-05-02
96 The Icfai University Journal of Brand Management, Vol. V No. 3, 2008 ,