Abstract

The caselet provides an overview of credit card industry in India. The caselet focuses on the 360 degree ad campaign launched by the Standard Chartered Bank (StanChart) for its new credit card ‘Manhattan’. The caselet then elaborates on the design and develop-ment of the marketing communications campaign for the ‘Manhattan card’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Credit card Industry in India
• Teaser ad campaigns and its significance in marketing communications
• Marketing communications planning process for new products
• Understanding purchase behavior
• and Credit card positioning.

Keywords

McKinsey, StanChart, Citibank, ICICI, National Council of Applied Economic Research (NCAER), Visa International, ‘Manhattan’, 360 Degree Ad Campaign, Below-the-Line (BTL) promotional activities, Thomson Connect., On-ground promotions, Orchard advertising and Tagline.