Campaign Spotlight

Campaign Spotlight: Citibank brings back the smiles with ‘Celebrate with Citi’ ad campaign

MUMBAI, INDIA – These past few months have been amongst the toughest challenges to have ever been endured by a majority of the population in India and around the world. We’ve been through a lot this year. Right from living in confined spaces, the entire work-home situation, minimal human contact, having to be low-key on the big days etc. These are just a few of the adjustments that one has had to make to live and survive in these tough times.

But with certain hygiene protocols and social distancing in place, the unlock India initiative has brought some relief to the populace and marketplace as well. Now with the onset of the festive season, brands are making a beeline to reach out to their consumers with messages of hope and assurance, and the fact that they are with them all the way through this pandemic.

Citi India has emerged a frontrunner in pushing this message and has rolled out its ‘Celebrate with Citi’ initiative that seeks to give people the time to appreciate and pamper oneself and also get rewarded in the process.


Diwali is one of India’s biggest festivals with huge cultural significance. Marked by the coming together of families in celebration of traditions, the period is earmarked for indulgences. It is the time when we spend time with our loved ones, exchange gifts and feast together with friends and family.

This year however is a different one. Ever since the pandemic hit, emotional, physical and financial uncertainty was looming at large. Over a period of time, people started embracing the new normal and showcasing resilience all through, looking forward to the situation normalizing soon.

Citibank India website

In light of the market realities around this year’s festive period, Publicis India put together the campaign thought ‘We Deserve to Celebrate’, relating to the current consumer sentiments. Everyone is going through a lot this year, living in confined spaces, the entire work-home situation, lack of any human contact whatsoever, having to be low-key on the big days, finally it’s the time to get some back, to appreciate ourselves, pamper ourselves, reward ourselves. With Citi’s great offers and discounts, it led to Citi playing an organic role in enabling consumers in their respective festive journeys and making them ‘Celebrate with Citi’.

Arnika Dixit, Head – Digital Sales & Marketing, Data & Client Experience, Citi India

Commenting on the ad campaign, Arnika Dixit, Head – Digital Sales & Marketing, Data & Client Experience, Citi India said: “Citi has conceptualized an insight led campaign ‘This Diwali, celebrations toh bante hain’ that captures the sentiments and positivity around the festive season and reminds us that ‘we deserve to celebrate the good things in life, this festive season’. The campaign is live across multiple platforms with some unique immersive experiences and a communication route that resonates with everyone in the most relevant way this festive season.”

The festive campaign theme ‘This Diwali, celebrations toh bante hain’ will be amplified across social and digital media. Some of the initiatives being planned include – influencer marketing, newsletters, greetings, new festive offers, ongoing digital and social media engagement contests and amplification.

The campaign will also be pushed heavily on various social and digital media channels such as Facebook, Instagram, Google, YouTube, news platforms, entertainment channels, targeting users with affinity towards ecommerce purchase, etc.

Sanju Menon, COO – Publicis Ambience & Publicis Beehive

Speaking on the creative thought process, Sanju Menon, COO – Publicis Ambience & Publicis Beehive said: “The campaign traverses the many adjustments that people have made during these past few months and how they can bounce back to being their joyful best with Citi as their motivating financial partner. With Diwali being the biggest festival of India, it was apt to bring back the celebration and joy among families so that they get away from the gloom and focus on the positives that this festival has to offer with their near and dear ones. Of course, with Citi being by their side enabling many of their wishes to come true along the way.”




Client: Citibank
Team: Arnika Dixit, Abhilasha Nagpal, Sneha Maheshwary, Gaurav Nijhawan, Kamna Mathur, Ravi Karothiya, Rishi Jethi, Anubhuti Jain, Vandana Sharma.
Agency: Publicis Worldwide
COO: Sanju Menon
Planning: Akshaya Karanth, Gaurav Kumar
ECD: Rajshekar Patil
Creative: Amit Malik, Dinesh Vankute, Darshan Jalgaonkar, Uday Sawant, Vibhay Kodere, Nasir Patel, Sayali Kadam, Priyata Ecka, Alexander Savarimuthu,
Account Management Team: Sirish Suveer, Noorbanu Qureshi, Ambreen Khan, Avikal Gala, Jheel Shah, Shriya Singh

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