i-Pledge Season 3 – A CSR-Led Movement by ICICI Direct

ICICI Direct’s i-Pledge is a unique initiative that empowers individuals to commit to their personal financial goals while contributing to the education of underprivileged children.

\ 1.2 Million+ Pledges

\ 6 Million+ Video Views

\ 100M+ Impressions

\ 130,000+ Program Registrations

About The Brand

ICICI Direct’s i-Pledge is a unique initiative that empowers individuals to commit to their personal financial goals while contributing to the education of underprivileged children. For every pledge taken, ICICI Direct donates ₹10 towards supporting a child’s education—merging personal financial responsibility with a powerful social cause.

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we develop strategies that are unique to your business objectives
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Decoding The Brief

Season 3 of the i-Pledge campaign was designed to:

CHALLENGES

Overcoming alumni skepticism around fundraising by ensuring full transparency, emotional resonance, and credible storytelling.

Building Trust & Authenticity: CSR campaigns can be met with skepticism unless executed with transparency and credibility.
Driving Action, Not Just Awareness: Encouraging users to go beyond passive engagement and actually pledge.
Standing Out in a Noisy Digital Space: Creating enough buzz to make the initiative trend across platforms.

Our Strategy

Blustream employed a multi-channel digital-first strategy centered on engagement and simplicity:

Video as the Emotional Hook: A concise, 50-second film captured the dual message—plan your future, help someone else’s.
Mobile-First Experience: The landing page was designed with mobile interactivity in mind—users could "touch their palm" on the screen to pledge.
Paid + Organic Buzz: Combined media buying with influencer seeding and community push to drive earned engagement.

Campaign Execution

A multi-layered, cross-platform rollout designed to educate, emotionally engage, and drive immediate action through interactive assets and high-impact media placements.

\ 6 Million+ Video Views

\ 100M+ Impressions

\ 1.2 Million+ Pledges

\ 130,000+ Program Registrations

we're more than just a marketing agency

as an expert at seo, ppc, social media, content marketing and web design services we drive qualified traffic and convert visitors using state of the art marketing automation and technology which measures effectiveness, to deliver real results for you.

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