The Brief: Promote ICICI’s Bonds that helps the investor save up for long term needs.
The Idea: First have a painting competition in schools to capture what kids want to be when they grow up. Then send the paintings to the parents with a subtle line or two on how ICICI Bonds can help the parents provide for their kids future dreams. The letter was customized with each child’s name and with ‘his’ or ‘her’, ‘he’ or ‘she’ in the relevant places.
Won:Cannes Lions Direct Gold, 2002 (Category: Financial Services)
Gold Effie, 2002 (Category: Financial Services)
Grand Effie, 2002
People’s Choice Award, Effie 2002
The Idea: First have a painting competition in schools to capture what kids want to be when they grow up. Then send the paintings to the parents with a subtle line or two on how ICICI Bonds can help the parents provide for their kids future dreams. The letter was customized with each child’s name and with ‘his’ or ‘her’, ‘he’ or ‘she’ in the relevant places.
Won:Cannes Lions Direct Gold, 2002 (Category: Financial Services)
Gold Effie, 2002 (Category: Financial Services)
Grand Effie, 2002
People’s Choice Award, Effie 2002
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