ICICIdirect.com launches 'Leadership at work. For You' ad film

The campaign was launched to establish the brand's message of 'unmatched convenience and expertise in investments' provided by ICICIdirect.com

FP Staff|Dec 21, 2014, 04:36:21 IST

ICICIdirect.com, the retail investment platform of ICICI Securities, today unveiled a national advertising campaign, 'Leadership at Work. For You.' Conceptualised by Dentsu Communications, the campaign was launched to establish the brand's message of 'unmatched convenience and expertise in investments' provided by ICICIdirect.com.

The 45-sec advertisement will hit the TV screen on November 18. The screen comes alive with the iconic BSE being moved from its location, financial centres, oil rigs and wind turbines are transported to the doorstep of a young investor who is investing using ICICIdirect.com.

Arijit Ray - CEO, Dentsu Communications, said, "We needed an idea that dimensionalised and brought to life the pioneering role ICICIdirect.com played in the online financial investment space. The Mega Move idea did just that. Our creative and production teams collaborated really well with the production house to take the final execution to the next level in terms of scale, look and finish".

The ad film has used gigantic and futuristic modes of transporting these assets which symbolises the leadership and innovation at ICICIdirect. It also tries to make the investment real and tangible for the investor. So, he can actually visualise the impact of his investment in the real world and not just look at it as numbers.

The film stands up to the brand values of ICICI direct vis trust, convenience, transparency. The advertisement symbolises the work which goes behind the scene to make investments through ICICIdirect so convenient and transparent.

Credits:

Creative Agency: Dentsu Communications Pvt Ltd

Regional Executive Creative Director:Ashwin Parthiban

Account management: Sharmila Malekar, Sumitra Sarkar, Abir Banerjee

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