ICICI Bank Limited

ICICI Bank is India’s second-largest bank by total assets and its largest private sector bank. The MAP team was tasked to create a strategic roadmap for ICICI to market their all-in-one digital wallet to the youth segment, ages 16-22. To do this, the team investigated how ICICI can better target the youth segment against both bank and non-bank competitors, while reinforcing ICICI’s image among Indian youth as the premier, technologically innovative bank in the nation. The MAP team conducted primary research to derive findings and synthesize conclusions that would drive their final recommendations and advised strategies. The team generated concepts and interview questions based on preliminary data to test on focus  groups. They also conducted one-on-one sessions with youth, mall visits, and research activities to test the concepts and recommendations to ICICI Bank.