We demonstrated creativity by viewing festival-offer advertising not as advertising but as content. For the first time ever, we extended the concept of contextual placement of advertising (an online phenomenon thus far) to print. When the consumer saw a festival-offer print ad of a durable brand, he would see the Citibank EMI (equated monthly installment) ad placed right next to it. By being seen next to the product of his dreams with a purchase-enabling solution, we were able to establish a deep emotional connection with the consumer.

EMI value increase by 185%, volume by 52%, average transaction value by 88%.

11% of dormant cardholders were reactivated.

Brand preference up by 4 points - Q4 2011 v Q3 2011.Traffic to the EMI product page on the Citibank website increased by 42%.Through our unique placement strategy, we derived disproportionate return on our media investment.