ICICI asks consumers to 'Live without Cash'

ICICI Bank has launched a digital media integrated campaign called ‘Live without cash’ which has been conceptualised and executed by Blink Digital. Campaign India spoke to Dooj Ramchandani, co-founder and creative director, Blink Digital about the campaign.

Talking about the concept behind the campaign, Ramchandani said, “While consumers in India moved to cards a while back, majority of them still use their debit and credit cards in a very limited way. Most often, customers will repeatedly use their cards only for a specific transaction, and wouldn't bother venturing into other transactions.”

The objective of the campaign is to educate consumers about the varied uses of a credit and debit card, he said. “With this campaign, we wanted to educate customers about the range of transactions possible through credit and debit cards and how they can use their cards in a secure way. We also wanted to tell them about the benefits and advantages of using ICICI Bank Credit and Debit Cards.