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