Says Future Brands CEO Santosh Desai: "Because of aggressive marketing earlier, especially in the consumer space, it was on its way to becoming the Citibank among Indian banks, both in a good and a bad way. Recently, there is an attempt by ICICI to tone down its communication."

Image manager and Perfect Relations co-founder Dilip Cherian adds: "The reason for the change in ICICI's tenor in the paid-for communications is that it was advised by the government to soft-pedal on its services."

Speaking to Business Standard earlier on Brand ICICI, K V Kamath, the bank's erstwhile CEO and MD, and now non-executive chairman said the brand stands for three attributes - innovation, the quality of being adaptive, youth and leadership.

Powered by