To turn one of ICICI Bank's Beyond Banking initiatives -
a drawing competition into a nationwide phenomenon
Now A drawing competition isn't all that exciting
The winning pieces would be auctioned
The money raised would bring the social causes in the drawings to life, literally
HOW DO YOU GET AN ENTIRE COUNTRY EXCITED ABOUT THIS?
By creating a pencil
that brought everything you draw, to life
A bunch of young minds with catchy designations who pretended to own this start-up on ground and on Social Media
Chief
Dreamer
Dream
weaver
Dream
architect
They put up daily posts and regular videos keeping the world updated on what was happening in their fictitious labs and how far the product development had reached
To make it even more authentic, we asked the country
a simple question that always got a different answer
WHAT WOULD YOU DRAW IF YOU HAD A MAGIC PENCIL?
Some of the best ones were from the many famous faces we ran into
Piyush Pandey
Advertising Guru
Mickey Mehta
Holistic Health Guru
Manoj Kaushal
Legendary Magician
Rohit Roy
Actor
DJ SA
Musician / Producer
Divyanka Tripathi
Actress
Ali Fazal
Actor
& also many more who believed in magic
After it started picking up traction, we decided to take it a step further and released a start-up film
The kind of film that
goes out for funding,
only with more swag
We even put out banners & recruitment ads to make this seem as legitimate as possible
And of course, a product website that took pre-orders
After we had the entire country convinced, we revealed ICICI Bank’s Khayaal Aapka twist
Khayaal Aapka is a philosophy of keeping the needs of the customer at the center of all Bank’s initiatives
Every Pencil could now become a Magic Pencil with ICICI Bank's Creative Masters
This art competition received numerous entries
from all over the country
From online blogs to mainstream media, the magic was spoken about everywhere
Even national newspapers started believing and spoke about it
In less than 3 months
This has turned out to be a growth and acquisition
campaign. And all it took was a little bit of magic