The aim of this report is to create a marketing communication plan for IDBI bank Limited.

We Creative Ads and Solutions have been asked to develop a marketing communication plan in order to reposition IDBI as a retail bank which was earlier known for being a development bank only. The objectives of this marketing plan will be to achieve create awareness among target customers, generate at least 50,000 new accounts, and strategically reposition brand for the target market. We as a team of professionals representing the full service agency have undertaken market research in the form of situational analysis. In situational analysis the micro as well as the macro environment affecting the banking sector has been studied. This has been supplemented by the customer product analysis. A creative strategy has been developed that assessed IDBI is still perceived largely as an industrial bank, a tag line was developed When the ordinary just wont do to communicate to them customers that IDBI now offers many personalized services to suit their individual needs rather than one standard offering. The agency has also developed different advertisements and script for the same has been provided to show use of creativity. Based on the creative strategy a campaign has been recommended that comprises of different methods of marketing such as advertising in the various media, sales promotion for different seasons, sponsorships for different events and public relation activities such as marathon for children welfare and such to enhance the brand image of the company. The budget for carrying out the various activities has been set at Rs. 70,00,00,000. Most of the spending has been concentrated on advertising with 42% while other methods comprise of lesser spending. The timing of different activities and their cost has been summarised into a table that gives month wise spending on different marketing activities and their specific timings. Finally, an evaluation plan has been setup to measure awareness, response rate and attitudes of the customers before and after being exposed to the marketing campaign.