ICICI Bank has launched a campaign to showcase ‘Tab Banking’, through which it is promising customers a smoother account opening experience from the comfort of their location. The TVC conceptualised by Ogilvy & Mather went on air on 3 January.
The ad film features Amitabh Bachchan as the protagonist. He is engaged in a game of kite flying with a few youngsters on a rooftop. An executive seated a storey below awaits him. When asked, Bachchan explains to one of the youngsters that the man is from ICICI Bank for opening his bank account. Another youngster pointedly asks him if that meant Bachchan didn’t have to go the bank. Concentrating on the kite on hand, Bachchan says, “If I had to go the bank then how would I get this yellow beauty?” As he says that he manages to cut the thread of a competing kite to cheers from the youth. He then steps down to join the executive and asks him if the form is done, to which the executive says yes and requests Bachchan for a photograph. After clicking one on his tablet, the ICICI executive asks for a photo ID and address proof. Bachchan provides his Aadhar card. The executive informs Bachchan that they are done and hands him an envelope. Bachchan runs up to join the boys to fly kites again. A voice over explains “With ICICI Tab Banking, you can now open a savings account from home, so that you have time for the more important things in life.” Bachchan receives a message on his phone: “Thank you for choosing ICICI Bank.” He shows it to the young man next to him and says, “This is what is called khayal rakhna” (This is called taking care.) The film ends showing the group flying the kites against the super, ‘To open your account SMS TAB to 5676766. ICICI Bank- khayal aapka.”
Abhijit Avasthi, NCD, Ogilvy & Mather, said, “It is such an interesting and innovative product that we did not have to struggle at all. We were thinking about what were the various advantages of using it. One of the biggest points is that anyways life is so hectic for all and then a mundane but important chore like opening an account can take up so much of your time. As a result, there is not much time left for yourself or time to do things that give you pleasure. So, even if you save an hour or hour and half, you can use it to do something that gives you pleasure and do important but fun things. We were keen to use Mr Bachchan and he epitomises one person who has an extremely busy life. We wove a story around what he would like to do if he had few spare minutes.”
Client: ICICI Bank
Creative agency: Ogilvy & Mather
NCD: Abhijit Avasthi