We set up a make believe start-up called the Magic Pencil Project with no ICICI Bank Branding.

A bunch of young minds with catchy designations who pretended to own this start-up on ground and on Social Media

After it started picking up traction, we decided to take it a step further and released a start-up film & recruitment ads to make this seem as legitimate as possible. And of course, a product website that took pre-orders.

After we had the entire country convinced, we revealed Every Pencil could now become a Magic Pencil with ICICI Bank's Drawing Competition.

116,000 entries

65,000 from non ICICI Bank account holders

The works of art got a total of 500,000 votes from across India

Customer acquisition grew by 8.1%

FD sales went up by 21%

Life Insurance Sales grew by 49.6%

Posts reached 3.3 million customers

Received over 22,000 likes

The entires touched upon various social causes and an online auction is currently online. The proceeds will go towards the causes & thus bringing the drawings to life, literally.