ICICI Bank wanted to draw current and prospective customers to participate in one of their beyond banking initiatives, a drawing competition.
Instead of promoting the drawing competition directly, we made the entire country believe in magic. We did this by putting together a dedicated startup working towards creating a pencil that brings anything you draw to life. We called it The Magic Pencil Project. The intrigue of the pencil drove people to the bank's page where we revealed that while the pencil might not be real, the magic truly was. Users got to participate in the environmental welfare themed drawing competition. ICICI Bank took it upon themselves to ensure that the vision drawn in the winning piece of art was actually brought to life.