Green Banking
ICICI Bank has started to become an internationally watched brand, since it was featured in “The Fortune at the Bottom of the Pyramid” (a book by Prahald, available at Amazon.com or Kalahari.net). It is one of the largest banks in the world, by size of customer base and branches (nearly 90,000 of them!!).
Based in India, this bank has recently launched a “green” initiative, called GoGreen. If you sign up for email statements, they will plant a tree in lieu of the savings they make by not having to send you printed paper through the mail. This is a great example of a corporate using green issues to develop a competitive advantage. Its small, but it shows commitment to the planet, not just to shareholder wealth.
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This is a great example of a bank getting a head start on attracting civic-minded Millennial customers as well as the more cynical Gen-Xers. Boomers will probably like the image of being green again so here is a win win generational marketing campaign that hits all the buttons, nice one Icici Bank! (great name I saw it when I was in India last year and as a brand name it stands out is humorous – well at least it is to me!
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