ICICI Direct uses ‘mega’ moves to make a positioning statement

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Online trading portal Icicidirect.com has launched a campaign to increase brand salience and awareness. The ad film conceived by Dentsu Communications showcases structures embodying investment options being moved across the world, signalling that it allows users access to the best investment options from all across.

The film titled ‘Mega Move’ shows a tourist taking pictures at the Gateway of India in Mumbai. She stops as she sees giant machines carrying a large structures across the sky. The film goes on to show the Bombay Stock Exchange building, oil refineries,  windmills and other structures being moved. People on the streets and in their offices witness this with wonderment. A voice over says, “It takes decades of experience, dedicated minds working together, serving the needs of millions of customers, the latest in technology and pioneering innovation to put the very best in investment choices at your fingertips. Anywhere, anytime.” The sign off message is ‘ICICIDirect.com. Leadership at work. For you.’

Vineet Arora, executive VP, ICICI Securities, said, “Today, technology has enabled convenience and the new generation of Indians demands everything at the touch of their fingertips. For the past decade, ICICIdirect has been focusing on services through innovative use of technology to empower investors meet their financial goals. The ICICIdirect Mega Move TVC created by Dentsu Communications, Mumbai encapsulates our 2.7 million customer's experience on our investment portal which offers them the best of investment options.”

Arijit Ray, CEO, Dentsu Communications said, “The challenge was to dimensionalise the pioneering role played by ICICIdirect.com in the online financial investment space.  To amplify the leadership imagery, we had to embark on something that brought out scale and bigness in a treatment that’s not seen before. The metaphor of Mega Move to capture the various investment options was just right. We knew, we were there, when we heard the idea for the first time from Ashwin.”

Ashwin Parthiban, regional ECD, Dentsu Communications, said, “It is the time between the selling of the idea and delivery of the execution that tests a creative person’s mettle the most. And with a script like this, one can safely expect many nail-biting moments of self doubt. But these moments were few and far between thanks to Lemon Yellow Sun and No Label. Because once their creative machinery got behind the idea, we knew that the script would not only come alive, but far surpass anything we or the client had dreamed it could be.”

The commercial was shot in Mumbai and Bangkok, and post-produced in Krakow, Poland.

Suprotim Day, chief film officer, Dentsu India Group, said, “A project of this scale needed careful execution planning to make it look convincing. We needed oil refineries, other huge buildings and structures, windmills to move along with the Iconic Bombay Stock Exchange (BSE). It was extremely important to figure out for ourselves how will they move, what will pull them, will they fit on the road? Vinod is a fantastic director with enormous knowledge in post-production and we decided that if anyone can pull it off, it will be Vinod of Lemon Yellow Sun Films with Chris of No Label (the post-production house from Krakow, Poland) and we were bang on with our choice of creative partnership with them.”

The campaign will be seen on news, business and infotainment channels, besides print, digital, cinema and activation.

Credits

Client: ICICI securities
Creative agency: Dentsu Communications Pvt Ltd
Regional executive creative director: Ashwin Parthiban
Account management: Sharmila Malekar, Sumitra Sarkar, Abir Banerjee
Planning: Sundernarayan V
Agency producer: Suprotim Day
Director (film): Vinod Padmanabhan Vijay
Production house: Lemon Yellow Sun Films
Executive producer: Shabbir Motiwala
Post production studio: No Label, Poland
Music credits: Vipin Mishra

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3 October 2014