ICICI has launched Platinum Identity, a website targeted at the premium end of the credit card market, with a view towards creating a differentiated web offering that will tap into the premium end of their clientele.
www.platinumidentity.com, which was launched a week back, targets existing high value ICICI credit card customers as well as new ones in the high income bracket. Positioned as a super premium card, the Platinum credit card is available either on invitation or through payment of a steep entry fee. The website has been developed by Urja Communications, which had worked on similar projects for ICICI Bank previously.
Priya Singh, creative director, Urja Communications says the brief they got from ICICI Bank made it clear that Platinum could not be visually aligned with the main ICICI identity for existing products, it had to have a completely differentiated feel from other more mass ICICI financial products.
“A lot of the work that you see online on the site has been taken offline as well, to promote Platinum. It was important to keep Platinum completely non-aligned to the main ICICI brand to maintain the exclusivity. Currently the homepage has links to two offerings, ‘Travel’ and ‘Golf’, in keeping with the card’s target audience. We will be updating that content to offer more exclusive offerings to Platinum card members.” she said.