Abid Hussain Barlaskar

IDFC FIRST Bank to call for creative and media pitch

IDFC FIRST Bank is set to call for a creative and media agency review. Industry sources aware of the development said that the move comes amid plans to expand the bank’s retail franchise. Sources suggest that the brand is already in the process of meeting creative and media agencies and is also probably calling for a pitch.

While the bank will look for strengths in strategy and creativity, it will also place major emphasis on use of digital capabilities and a knack for conceptualising advertising campaigns that build strong connect with the masses.

IDFC FIRST has been working with McCann Worldgroup and MRM (direct and digital marketing arm of McCann Worldgroup) since 2015. The agency partnership has helped craft campaigns, like ‘bank of now’, ‘bachche bhi jaante hai’ and more recently, ‘always you first’.

While IDFC FIRST Bank officials when contacted declined comment, it is learned that the bank is looking for partners who will propel it to the next level of growth. The bank is also looking at leveraging digital channels primarily for acquisitions and brand building. IDFC Bank and Capital First, a non-bank financial institution, announced the completion of their merger in December last year.

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