It put consumer's security and belief first,   marking a departure from the days when Shah Rukh Khan, ICICI's brand ambassador, would exhort consumers to lead life 'on your terms'.

The new image was reinforced during the bank's 50th anniversary in February this year.

It issued a release extolling the virtues of 'belief' and presented a list of initiatives, which included 'Read to lead' education project for school children across the country.

Though ICICI Bank's executives declined to comment on its recent branding initiatives, observers concede that there is a change in the way it presents itself to consumers.

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