Ashwini Gangal

Draftfcb Ulka swipes a victory; wins ICICI credit card pitch

The incumbent on the account was Bates 141.

afaqs! has learnt that the ICICI credit card pitch has come to a close and the business has been awarded to creative agency Draftfcb Ulka. Although no official confirmation could be obtained from either the agency or ICICI at the time of filing this report, senior level industry sources close to the development have confirmed it to afaqs!.

Around the first week of February, ICICI had initiated the pitch process for its credit cards division. The pitch process was carried out in Mumbai.

Draftfcb Ulka swipes a victory; wins ICICI credit card pitch
Earlier, the account was with Bates 141; the agency took part in the pitch to defend its turf. McCann Erickson and JWT, amongst others, had also participated in the pitch.

Sources inform that in the last round of the pitch, the choice was down to Bates 141 and Draftfcb Ulka. Apparently, the round was a consumer research round in which the presentations made were tested in the market.

ICICI has a number of agencies in its roster. Lowe Lintas handles the creative duties for ICICI Prudential Life Insurance, Ogilvy is responsible for ICICI's corporate brand communication, and OgilvyOne handles ICICI Lombard. Saatchi & Saatchi handled the creative duties for ICICI home loans until last year.

The media agency on the ICICI account is Mindshare.

ICICI Bank offers a range of banking products and financial services. Its clientele includes both corporate as well as retail customers. ICICI specialises in the areas of investment banking, life and non-life insurance, venture capital and asset management.

Currently, the bank has subsidiaries in the UK, Russia and Canada, branches in the United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre, and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia.

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