Creative Brief IDBI Bank Group Background: IDBI Bank Group is a Universal Banking Group spanning the entire

BFSI space. The Group offers personalized banking and other financial services / solutions to its clients in the retail and corporate arena through its large network. Vision for the Parent Bank is for it to be the trusted partner in progress, by leveraging quality human capital and setting global standards of excellence, to build the most valued financial conglomerate. Experience of financial markets helps IDBI to effectively cope with challenges and capitalize on the emerging opportunities by participating effectively in the countrys growth process. Brand Background: The Brand strategy of the parent IDBI Bank stemmed from the perceptions that IDBI Bank is a bank for very large corporates, and wont have the time and bandwidth to cater to smaller clients. Through marketing activities IDBI Bank was able to move in the customer mind-space from a 'Big Bank for corporates which was admired, to a bank which is loved across customer spectrum as the Bank of Choice for all. Marketing Objectives : a. To position IDBI Bank as a friendly, approachable and innovative Bank, catering to all types of customers b. To position IDBI Intech Ltd., IDBI Mutual Fund and IDBI Capital market services as leaders in their respective categories c. New Customer acquisition & Cross-selling for existing customers d. Provide localized solutions e. To provide product / customer segment specific solutions f. Specific plans for new business ventures in terms of product and business areas