ICICI Bank - The One Savings Account

The Brief

A new premium savings account by ICICI Bank for the upwardly mobile salaried male that needed a brand identity to be created from scratch. A name, a logo, a positioning, a purpose, a film, and the works!

Our Approach

We started by talking to people from the customer segment we were catering today, and after an understanding of their lives, ambitions, and concerns, we worked on a chess metaphor for the brand identity, that seamlessly extended itself to print, digital and audio-visual renditions.

The Execution

We created the identity for ‘The One Savings Account’ along with the positioning line – ‘Make The Winning Move’. The campaign was led by captain cool MS Dhoni with a film where we saw MS Dhoni – The Man and not MS Dhoni – The Cricketer. He was the best fit to be the face of this brand because he represents dependability and the creation of a successful life.
We also created a product film for training and sales purposes, along with a whole range of collaterals.

The Result

An integrated campaign that is relatable and aspirational at the same time, and has done well for the brand digitally and on ground.