ICICI Bank takes khayal aapka forward

ICICI Bank has rolled out a new ad campaign to launch its ‘My Savings Rewards’ programme, taking its khayal aapka thought forward. The communication aims to convey the product proposition of unexpected rewards on savings account transactions. Abhijit Avasthi, national creative director, O&M, said, “Khayaal Aapka has been received well as a brand promise. And this particular programme allowed us to leverage it best through our communication. Since it was inherently a caring premise, we kept the communication emotional”. Interestingly, the TVC has been kept simple in its storyline without an overdose of information. Ad film-maker Prasoon Pandey has directed the film. Pradyumna Chauhan, group creative head, O&M, said, “Most ads peddle so much information all the time that it was nice to be able to tell a simple story for a change”.