ICICI Bank creates virtual world for customers

Can you talk to the NRI manager, branch manager, wealth manager and business banking manager of ICICI Bank from the comfort of your office or home, through your laptop or PC? Well, almost. ICICI's ambitious project, ICICI Virtual Bank created by Urja Communications has been soft launched, it can be viewed at http://izone.icicibank.co.in/Myebank/home.jsp

The website also has "counters" for deposits, loans, credit cards and investments. The ICICI employees introduce the various sections and the basic steps to follow. The user is then taken to the particular web pages for further information.

The task of creating a virtual bank, the first of its kind in India, was not devoid of challenges. Says Priya Sarin Singh, creative director, Urja Communications, "From the design and experience point of view, we had to re-create "exactly" the real branch, but the web page has completely different dimensions and user interface as compared to a "real world bank branch".  So all the desks had to be visible and easily accessible in a single view - the sitting areas, desks, walk through areas, etc. were all designed in Auto-cad before being converted to 2-D web designs."

"Technologically, the challenges included seamlessly streaming multiple videos within flash interfaces, ensuring short load times and keeping the website dynamic in the sense that content could be easily added or edited," she adds.

The brand aims to take forward its connect with the consumers in the digital space through the Virtual Bank. "The virtual branch takes the brand experience into the digital space, allowing for a more dynamic communication channel for the bank. I think it's a great way to connect with consumers. Going forward, it is also going to be a great platform to promote new products and services, test new products on specific target groups etc," adds Singh.

Urja aims to improvise on the website in the feature. According to Singh, the website will soon have a lot of new functionalities, besides improving on existing ones. The website will also have different language versions.