|The Indian office worked with ING to create a property known as "Innings with XYZ".
ING was previously known as ING Vysya in India (Vysya being a local conservative bank with which ING partnered in order to operate in India). Initially, this was the only way that foreign banks could enter India. Over time, regulations changed and the likes of Citibank and HSBC entered the market without any partners. ING, though being similar in size and stature to other global banks, was always viewed as a small, local, conservative bank.
It needed to update its profile and Essentially was integral in creating a property which was used on air and across all metro cities in India. It took leading international and domestic cricketers as part of road shows for key/potential clients across the length and breadth of the country. Essentially ran various initiatives such as “Run with Ponting,” a CSR initiative in which every run Ponting scored in a calendar year in ODI's sent one child to school. Another initiative was "Sign and Dine," which gave any client who opened a sizeable account with ING an invitation to a dinner hosted by Anil Kumble.
Today ING has successfully dropped the name Vysya and now operates solely as ING, being considered in the same league as other big banks. Essentially has successfully played its part in helping the bank to achieve this goal.