— Finance

ICICI Securities (ICICI Direct)

1.2M+ pledges and 72+ hours on YouTube Trending — turning a CSR initiative into a national movement where every pledge meant ₹10 toward a child's education.

The brief

CSR campaigns face instant skepticism without transparency. The goal was to drive genuine action rather than passive awareness, cut through a noisy digital space, and reach working professionals, parents, and youth at once.

What we saw

Transparent cause marketing unlocks mass participation when it's tied to a relatable purpose. Simplicity wins — video to pledge to confirmation — and empathy has to be married to flawless execution.

The work

A 50-second explainer film tied personal financial goal-setting to a social cause, leading to an interactive mobile-first landing page with a "touch your palm" pledge mechanism. Campaigns ran across YouTube, Facebook, Instagram, and the Display Network, targeting users researching financial planning and education support, with daily monitoring, creative optimisation, and influencer seeding driving earned engagement.

The outcome