Citibank starts Dil vs Bill campaign for Diwali shoppers

The multinational bank has launched Twitter conversation among customers to promote its festive EMI policy for Diwali.

To tap the festive mood, Citibank launched a new campaign titled 'Tweet a cloud, Dil Se' targeting customers in Mumbai and Delhi. The one-day activation, which targeted Diwali shoppers over the weekend, intended to judge the customers' sentiments about how they would spend for Diwali.

Conceptualised jointly by MEC, media and planning agency and founding partner of GroupM, and advertising agency Publicis, the campaign was executed using the technique of skyvertising. The campaign initiated live Twitter feed under #DilVsBill hashtag, where tweeple were engaged in conversation about their Diwali shopping. Depending on the momentum of the tweets, the heart and rupee symbol-shaped thought clouds, made from helium and air, were released from a kiosk at DLF Promenade mall, Delhi and High Street Phoenix Mall, Mumbai. In the evening, the thought clouds were highlighted by flashing coloured lights.

According to the MEC spokesperson, a majority of the thought clouds released were heart-shaped, indicating how people had tweeted their preference in choosing sentiments over bill while shopping for gifts. She added that the thought clouds were eco-friendly and dissolved after floating in the air for some time.

The activation aimed to promote Citibank's special EMI offer on credit cards, which offered shopping for higher value without incurring any interest charges. T Gangadhar, managing director, MEC, says, "'Tweet a cloud, Dil se' is an activity that interconnects online and offline spaces mirroring the path that consumer journeys have evolved to."

Sanjeev Kapur, CMO, Citibank, says, "Consumers like to make personal purchases as well as gift family and friends during festivals, but are conscious of budgets and costs. Citibank understands these needs and has provided an opportunity to amortise such expenses over a period of time, through EMI Privileges at no extra cost. This allows them to manage their finances better, while enjoying the festivities with family and friends."