SRK in a rare mood

ICICI Group Global Private Clients' (GPC's) new television commercial (TVC) features Bollywood star and ICICI Group's global brand ambassador Shah Rukh Khan (SRK) in a rare introspective mood wherein he touches upon the successful Indian's desire and drive to excel. This TVC encapsulates the way in which ICICI Group GPC positions itself as a trusted advisor demystifying an elite client's stated/ unstated needs and constantly striving to fulfill them.

The key insight behind the ICICI GPC advertising campaign is that a successful individual is not driven by wealth or power. S/He is propelled by an urge that is so powerful and unique that it can not be defined, it can only be experienced. The upmarket look treatment of the film is indicative of the many layers and facets of the client that ICICI Group GPC endeavours to demystify and serve. SRK is a true representation of its clients, who are extremely successful and leaders in their stream of work.

Speaking at the launch of the TVC, Mr. V. Vaidyanathan, Executive Director, ICICI Bank, said, "Our objective is to be our clients' most trusted advisor. Our experience with this client base has helped us understand that these individuals are not just financially very evolved but also 'driven' in nature and their needs may or may not be overtly stated. We understand this and hence are best equipped to work with their agenda in mind and design solutions for their specific needs. The TVC aims to establish this."

The target group for GPC is male, age 30+, SEC A++, having upwards of $1 million net investments with ICICI Bank. He is 'successful', not 'on the path to success'. He is a global citizen, who is aware of global trends in the areas of finance, general information and lifestyle. He is an expert in his field, be it textiles, diamonds, manufacturing or a corporate profile. He is in a leadership position, be it in an organisation or in his own business. And he has experienced the luxuries of the world and is comfortable in most global settings.

The energy and innovation, which Khan represents coupled with his popularity both in India and abroad, made him the ideal choice for ICICI's brand ambassador, particularly as the Bank makes its global forays.

The TVC opens with Khan seated in his study, wondering what exactly it is that drives him. His musings evolve into a passionate monologue, which he concludes by declaring that the human drive cannot be understood, it has to be felt. He says, "Is it the obsession to be unique, the desire to be second to none? I don't know what drives me. I can't explain it, but I can feel it. When I walk under the lights, when the camera comes on, I can feel it. Every moment I live." The ad ends with the message and tagline, 'ICICI Group Global Private Clients: Life on Your Terms'.
The campaign has been created by DraftFCB Ulka. Haresh Moorjani and RMV Simha have worked on the creative side of the campaign.

MindShare Mumbai has created a meticulously planned media plan targeting this top-end audience. It is using niche TV channels in a mix of genres like business, news, movie and infotainment channels including NDTV, CNBC, STAR Movies and The History Channel. Though it's a TV driven campaign, print is being used sparingly – only business, sports and general news publications like The Economist, Golf Digest and Newsweek. The Economic Times is the only newspaper being used. The print campaign, too, features Khan in his study, with each ad carrying a different phrase, like 'Things happen when you listen to your inner voice', 'Leaders are led by their instincts', 'For men who dream with their eyes wide open'.

This is a marketing initiative of the ICICI Group Global Private Clients (GPC), a division of ICICI Bank, which offers investment solutions to high net worth individuals (HNIs) in India and abroad. GPC was earlier known as ICICI Bank Private Banking. However, in April, the brand was aligned globally and a single global brand, ICICI Group Global Private Clients, was launched to ensure uniform client experience.

GPC is the ICICI Group's premium offering with an entry threshold of $1 million. The service is different from retail banking because it offers personalized service, a relationship manager, new advanced products and customised investment solutions.

Within a short span of four years, ICICI Bank has established its presence in 12 countries including UK, Canada, US and the Middle East. The Dubai representative office was launched in October 2003. ICICI Bank enhanced its presence in Dubai by setting up a wealth management branch in the Dubai International Financial Centre (DIFC) in December 2005.