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