ICICI Bank UK ruled cricket boards at the recent Australia-India Cricket tour from 27th November till 9th January. The bank was the only exclusive title sponsor on this tour and dominated the campaign with over 8,000 seconds of airtime through sponsorship promos.
We teamed up with our exclusive partner BT Sports and Sky Multicultural, to handle the media planning and buying for ICICI’s campaign. We bought exclusive media spots, executed eye-catching creatives and achieved a 150% target delivery! The result was a wicket smashing victory for ICICI Bank UK.
Brand visibility was high throughout the campaign. South Asian audiences watching the match recognized the ICICI UK brand and strongly associated with the sponsorship. The brand scored an estimated recall of 60-70% through promos and spots.
Overall, the campaign performed exceedingly well and ICICI UK started the new year with a bang with this great multicultural campaign.