Interestingly, none of these attributes figure prominently in any of ICICI's recent TV and print ads, which hinge on the 'belief' quotient. Clearly, the bank intends to put congeniality ahead of its core strengths in its brand missives.

However experts say a marked change in the brand strategy may not be effective in the long run.

"A change in approach to your brand gives an illusion of fine-tuning of the bank to the customers. You have to be clear that you aim to be a certain type of brand in the long term before you embark on image change," says Desai.

Cherian is less flattering: "A brand going soft in its approach is not good. ICICI is a sound bank. It should continue to be assertive about its strengths."

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