• For Skill India, the consultancy recommended organising separate media and blogger visits to showcase the ‘ICICI Academy for Skills’ centres across the India. The idea was to feature the pan-Indian training facilities offered by ICICI and help create widespread awareness about the importance of developing skills to be employable.

For the ‘Swachh Bharat Abhiyan’, the consultancy not only helped ICICI build a strong endorsement platform among stakeholders and influencers, but also counseled it to nominate only women personalities to endorse the cause. The central idea was to garner support from women celebrities and role models from various professions and weave their endorsement into ICICI’s social campaign.

• For ‘Digital India’, we launched the Digital Village, located in Gujarat, through a video conferencing from Mumbai.

• Skill India: We organised eleven media and blogger visits at the nine ‘ICICI Academy for Skills’ centres in, showcasing the pan-Indian training facilities offered by ICICI

• Swachh Bharat Abhiyan: We supported the initiative through a year-long media outreach programme. Towards this, our efforts were directed at the traditional as well as digital and social media. We highlighted India’s abysmal 130th rank in the UN Human Development Index (2015 data). We also reported that the country’s life expectancy was 66 years as against 80 years and above in First World nations.

• Digital India: The high-profile launch of Akodara – the ICICI Digital Village - in Mumbai was attended by the PM Narendra Modi, the state Chief Minister and top CEOs. The event was covered by national media. Since the event took place late in the evening, we requested the publications in advance to reserve space for the announcement

General:

• The Skill India project has so far seen over 62,000 students successfully completing the course, while another 3,202 students are currently pursuing the courses.

• Over 400 ICICI branches with more than 4,000 bank executives participated at the Swachh Bharat Abhiyan campaign across 100 cities and small towns in India

• Under the Digital India campaign, students at Akodara village now learn through projectors, computers, tablets and digital boards.

Media:

• Media engagement efforts during the period under review generated over 635 articles in the print media across 11 different languages. (Combined outreach: 65.27 million). On TV, ICICI reached out to over 4 million viewers

54% share of voice in articles on social service among banks (non-paid format)

• Prime Minister Narendra Modi applauded the initiatives undertaken by ICICI. The same was highlighted by the media

• #MyCleanIndia campaign on Twitter drew over 22 million impressions