However, there is a big event that happens every year. “We are not in the business of paid sponsorship, IPL and the likes. The traveller couple didn't leave their audience behind in this exciting journey updating them through the use of Facebook Live, Webisodes and Instagram, sharing travel tips and how they made the best use of their Citi cards. The duo travelled to destinations that were offbeat and had something new and refreshing to offer while exploring the unique side of more well-known destinations like Paris and Seychelles. It is all about experiences which flows back into the social conversations.”Ĭiti collaborated with top travel bloggers Bruised Passports' duo Savi and Vidit for the campaign #WhatsNewThisVacation. They want to follow real people, real stories and different experiences. Rastogi said, “The millenials and young people are not really impressed with the advertisements. The idea was to use content to move away from the clutter of giving away offers by banks to involving the customers in a more interesting way. The most liked suggestions won a chance to dine with the two! One needed to tweet their suggestions on either Facebook or Twitter using #LuvToDine and #WhatsOnYourPlate. The two then ask viewers to help them decide by suggesting them their favourite restaurant dishes in Mumbai or Delhi. While Vijaykar places his bets on Tandoori Chicken, Goretti is all guns for Bombay Duck.
The idea was to tap into mobile consumers and get them to create their food journey armed with its Citi Dining offers.Ī video was shot with Goretti and Vijaykar on Fame Food, in which the two are fighting over Mumbai and Delhi food. Citibank’s marketing strategy is also social-led and mobile-friendly.įurther elaborating on these points, Rastogi went on giving a few examples that the bank implied in their content marketing strategies banking on the consumer passion points.įor Citi Dining offers, Citibank teamed up with two of the top food influencers, Maria Goretti and Kunal Vijaykar, for a digital-led food marathon called ‘#WhatsOnYourPlate’. Till a long while, banking was all about products and services and there was always an insider approach that we have some product and now go and find some customer for it,” said Rastogi.Ĭitibank’s marketing strategy is hinged around five consumer passion points: family and friends, travel, sports, food and money. “The first thing that needs to be done is to start with the consumers. He said that banking is no more a boring sector and has become consumer-first like any other FMCG company. Nikhil Rastogi, Head Marketing and Digital Acquisition, Citibank, took the centre stage at the recently held Content Marketing Summit Asia to break the myth about the banking sector being boring and only about savings accounts.