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Dentsu Creative Impact bags ICICI Direct

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 18, 2008
The size of the business is about Rs 20 crore

Dentsu & #BANNER1 & # Creative Impact Mumbai has won the creative duties for ICICIdirect.com and ICICI Direct, the two brands of the ICICI Securities retail division.

The incumbent agency was Pickle Advertising, the recently formed arm of IPG. The business is estimated to be worth Rs 20 crore. The media duties are with Mindshare.

Commenting on the development in an official press release, Ashish Kaul, vice-president, marketing, ICICI Securities, says, "We were on the threshold of a major expansion and were sharpening our brand architecture. We needed to deploy refreshing communication strategies and required fast delivery and turnaround times. This necessitated a change of agency and Dentsu fitted in perfectly."

A spokesperson from Dentsu says, "Our main job will be to make sure that both the brands stand out in the consumers' minds and their leadership position gets strengthened. Our team looks forward to working with Ashish and his team to create effective marketing campaigns that will position the company well for its next phase of growth."

Dentsu Creative Impact was launched in India as Dentsu's third agency in April 2007. The other agencies in the Dentsu stable are Dentsu Marcom and Dentsu Communications.

ICICIdirect.com, a brand from ICICI Securities, is among India's top online share trading websites. ICICI Direct is the retail initiative of ICICI Securities and has expanded rapidly across geographies.