O&M has succeeded in acquiring the creative duties of IDBI Bank, while Maxus is the media agency on the acount.

IDBI Bank had recently revamped its business and organisation structure, and the strategic repositioning of its brand will be aided by O&M through appropriate communication to stakeholders.

O&M will handle all corporate and product advertising for the bank.

Piyush Pandey, executive chairman and national creative director, O&M said, ''I am extremely delighted that IDBI has chosen O&M as its partner. IDBI is an organisation that has done tremendous service to the nation. I am looking forward to leading a team that creates impactful communication for this wonderful brand.''

With its strategic repositioning, IDBI Bank wants to be amongst the top five banks by asset size and market capitalisation by 2012. It has implemented a state-of-the-art IT platform to structure and deliver personalised banking services, and customised financial solutions to clients.

The brief given to O&M was straightforward --- to give IDBI the image of an accessible bank. From being a pure development financial institution, IDBI Bank today is a full service commercial bank offering a spectrum of financial products and services in the areas of retail and corporate banking, agriculture, SMEs, investment banking, life insurance, and equity broking segments, all under one roof.

Deepika Sabharwal Tiwari, senior vice president, O&M said, ''The task ahead for Ogilvy is to give IDBI Bank a distinct identity amidst the clutter of financial brands, while building emotional affinity towards the brand; to move it from being the most admired bank to the most loved bank.''

Abhijit Avasthi, executive creative director for south Asia at O&M said, ''I am waiting to get my hands dirty on the brand real soon. They have clarity in what they want and the thinking is very simple. As marketers, they have immense faith in the agency and, therefore, the pressure is on us to deliver.''

O&M plans to begin the campaign with a film, while concentrating on the entire spectrum of advertising. The film will be ready in two weeks.