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."
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.First Published : November 18, 2008