To please the ‘YOUTH’–that’s otherwise never pleased by Debit Cards with the impressions of the Bank, ICICI Bank wanted to launch a Debit Card that spoke of their choice. They wanted to create such an appeal that the segment was won over at once. So we jumped in to make a difference. Coined a name– ‘Expressions’ that was a perfect fit and clubbed it with a tagline that read–Your Card. Your Design. Connecting with the TG, we helped them evoke emotions and have it printed on their cards and drove it throughout the extension of our campaign. The response was huge!