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ICICI, India's largest private sector bank, has teamed up with Tom and Jerry - two of the world's most iconic cartoon characters - as it looks to promote its reinvigorated Young Stars retail bank account to children and parents alike. Titien Ahmad reports from Singapore
After recruiting famous Bollywood actor Shahrukh Khan as its global brand ambassador earlier this year (see BMI 185), ICICI Bank has recently announced not one, but two new product ambassadors - and this time they are straight from celluloid.
The bank's Young Stars account will now be promoted by the famous cartoon duo Tom and Jerry, characters from the Cartoon Network. The largest private sector bank in India recently acquired a promotional licence to use these characters in material tied to the Young Stars account.
Talking to BMI, Chanda Kochhar, deputy managing director at ICICI, said: "Young Stars is a unique savings account tailored to suit the banking requirements of children. The Young Stars account allows children, up to the age of 18 years, to learn and manage their finances, while the account is operated and monitored by the parents. Children above the age of seven years will get a personalised international debit card with the Young Stars account."
She continued: "Tom and...