ICICI Bank

Client: ICICI Bank
Role: Campaign Strategist | Designer

Not every campaign is customer-facing—and not every audience wears suits just for the photos. At ICICI Bank, I worked on internal campaigns that spoke to employees, not at them. To get it right, we started with people, not pixels. Through mini-ethnographic studies, I dived into the daily realities, challenges, and quirks of employees across departments. The goal? Build creative that felt familiar, not forced. Something that didn’t just inform—but resonated.