Chlorophyll co-founder Anand Halve feels that if ICICI aims to adopt a more consumer-friendly tone, ads would only go so far. "Consumers want to see the change on ground. And it needs to be done consistently, only then will they change their perception."

The bank's new chief executive officer and managing director Chanda Kochhar hinted in a recent interview to Business Standard that the bank's credit card, personal loans and two-wheeler loans have been curtailed significantly.

In fact, Kochhar could be the best person to spearhead Brand ICICI's ablution - she was the one who headed the team that ramped up ICICI's retail business from one per cent to 67 per cent of the bank's balance sheet in six years.

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