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.