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Management Theater for Experiential Learning

The SME CEO Circle of ICICI Bank Ltd was created by the SME Emerging Markets team of ICICI Bank Ltd, Mumbai. The challenge at hand was to meaningfully engage the SME and MSME segments of selected emerging markets of India who were hitherto not clients of ICICI Bank but post said program become more aware and meaningfully inclined towards the bank. ICICI Bank was very clear that they did not want to promote the products and services of the bank in the said program.
Strategic Concept was appointed the knowledge partner of this event.

Brief Case Detail

Client Name Azmat Habibullah , GM, Marketing, ICICI Bank Ltd

Location Varanasi, Goa, Indore, Kashipur, Nagpur, Pune, Noida, Guwahati, Raipur, Hyderabad, Faridabad, Jalandhar, Udaipur, Dehradun, Kanpur, Vadodara, Chandigarh, Sonipat, Jodhpur, Ludhiana, Kolhapur, Jaipur, Bengaluru, Mumbai, Ahmedabad

DurationSince 2013,Ongoing

Customer Satisfaction IndexExcellent

Category SME Growth

Nukkad Natak format was used to tell a story titled “Kissa Kursi Ka” which revolved around the challenges faced by Family managed businesses in their Succession planning. Two Consultants , Mr. Sanjay Singh and Mr Arvind Mittal took to the stage in the roles of Father and Son in the said Nukkad Natak. Supporting actors and actresses with voice over and music support in the background added grandeur to the program.

The other stories told through this format to different audiences of ICICI Bank across the country included “Sabse Bada Rupiya” and “Mungerilal Ke Haseen Sapne”