To promote participation in the contest and communicate about the social cause by providing education and upgrading the quality of life of the less privileged children.

Creative Masters online drawing contest was implemented across the country. The various channels used were;

- Online (website, e-mailers)

- Digital (Display advertisement on various sites)

- Social (Facebook and Twitter)

- Physical marketing elements (Branch network)

- Print advertisement (Newspaper: The Times of India and Magazine: Moneylife)

Contest period: July 1, 2015 to August 15, 2015

Creative Masters online drawing contest turned into a nationwide movement with over 1.49 million participants from across the country

Reach: Creative Masters campaign reached over 16 million people across the country

Engagement: Engaged with over 1.49 million existing and prospective customers of various age groups who participated.

Impact: Overwhelming participation from over 3,333 schools and housing societies across the country. The donation by ICICI Bank of INR 1 per drawing and the proceed from sale of drawings has positively impacted the lives of less privileged children in the areas of rehabilitation, education, healthcare and awareness.

Creative Masters is the biggest customer engagement program in Indian banking industry