The creative mandate for two brands of ICICI Securities’ retail division – ICICIdirect.com and ICICI Direct – has been assigned to Dentsu Creative Impact, the creative agency from Dentsu Group.
The account size is estimated at around Rs 20 crore and the incumbent agency is Pickle.
Online share trading site ICICIdirect.com claims to be a market leader right from its inception. It has been consistently acknowledged by both experts and consumers and has won several awards. ICICI Direct, the retail initiative of ICICI Securities, has expanded rapidly.
Commenting on the challenges ahead, a company spokesperson for Dentsu said, “Our main job would be to make sure that both our brands stand out in the consumers’ minds and their leadership position gets strengthened. Our team is extremely upbeat and looking forward to working with Ashish and his team to create effective marketing campaigns that will position the company for its next phase of growth.”
Ashish Kaul, VP – Marketing, ICICI Securities explained the choice of Dentsuas creative agency, “We were on the threshold of a major expansion and were sharpening our brand architecture. We needed to deploy refreshing communication strategies and required fast deliveries and turnaround times. This necessitated a change of agency and Dentsu fitted in perfectly.”