icici GROUP“Corporate-Identity”

ICICI GROUP

• ICICI BANK

• ICICI LOMBARD

• ICICI PRUDENTIAL LIFE INSURANCE

• ICICI HOME FINANCE

• ICICI PRUDENTIAL ASSET MANAGEMENT

• ICICI VENTURE

Establishment

• 1955 - Industrial credit and Investment Corporation of India Limited, with objective to become the development financial institution for providing medium term and long term project financing to Indian Business.

• 1994 - ICICI Bank set up.

• 1997 - The name Industrial credit and Investment Corporation India Limited change to ICICI Ltd.

• 1998 - New logo for symbolising corporate identity of entire ICICI group.

• 2000 - first commercial bank of India to get listed in NYSE.

Brand Strategy

• 2001 - safer, simpler, smarter

• 2003 - hum hain na

• 2005 - opportunities unlimited

• 2008 - power of belief

Brand Values

Trustworthy

Customer - Centric

Friendly

Technologically driven

Modern & World Class

(spreading the philosophy of the company)

Logo Description :

• The alphabet “I” denotes as an individual denotes himself/herself.

• The logo also symbolises strong human force group in the company.

• It stands for a dynamic individual and personifies human capital of the company.

• It denotes also as its Individual’s Bank as our own bank.

Colours used in Logo and Design

• The Colour of Dynamism (Brighter & Sharper)

• The Colour of Trust and Depth

• The Colour of Warmth

• The Colour of Ethics

Brand Positioning:“Brand - Ambassadors”

• In 2001 - 2003, Superstar Amitabh Bachan was the brand ambassador representing the brand values : Trustworthy; Modern; World Class. Mrs.Chandra Kocchar (MD and CEO of ICICI bank) said “Mr. Bachan’s universal appeal will help us to communicate our brand strategy - Safer, Simpler and Smarter to transact with ICICI”

• In 2006, Superstar Shah Rukh Khan was made the global brand ambassador to showcase bank’s growing global presence.

• Bollywood Feature Film “BAGHBAN” displayed the Bank where-in Amitabh Bachan was an employee; this was also done to spread the brand strategy of safer, simpler, smarter.

“Brand Communication”

• Direct Mailers - A Special Business unit in ICICI Bank effectively scrutinise its database and sends offers as DM to only those who are eligible or who are most likely to go for such an offer.

• Awards and Recognition - In 2004 ICICI bank had announced the launch of Emerging India Awards; it was meant to motivate and recognise the best sustainable value creator award in SME’s.

THANK YOU