ICICI BANK

ICICI Bank, a leading private sector bank in India, launched the ‘Dil Ka Salaam’ initiative on the occasion of Kargil Diwas as a tribute to the Indian Armed Forces and a homage to all brave soldiers. The bank sought to create a heartfelt video tribute to Captain Vikram Batra, a decorated officer of the Indian Army, and encourage viewers to participate by uploading their own messages of respect. To meet this challenge, we conceptualized a film featuring acclaimed featuring acclaimed actress Tisca Chopra, who sent her ‘Dil Ka Salaam’ to Captain Vikram Batra. The video inspired viewers to participate in the initiative by uploading their own ‘Dil Ka Salaam’ selfie with a message of respect for the heroes of the Indian Armed Forces. The video was a success, with over 750,000 views on YouTube and a significant number of viewers participating in the initiative, ensuring that their messages of respect reached the Indian Armed Forces in the form of a photo journal.