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.