ICICI Bank

The Magic Pencil Project

ICICI Bank aimed to promote their CSR initiative, ‘Creative Masters,’ through an innovative and viral campaign. The “Magic Pencil Project” campaign was created, which started with the promotion of a fictitious company that manufactures ‘Magic Pencils.’ The campaign showcased the journey of four young entrepreneurs in creating the Magic Pencil, with testimonials from people and celebrities to create a buzz. It was later revealed that participation in Creative Masters would transform every pencil into a Magic Pencil, with selected drawings auctioned for social causes. The campaign was a huge success, with over 1.19 lakh entries and becoming one of the world’s largest online art competitions on a social platform. The campaign bolstered ICICI Bank’s brand value and led to significant growth in new customer acquisition, FDs, Life Insurance, and Gold loans.