In the communication-crowded financial market, loan ads were getting boring and undifferentiated. Especially education loan ads, with their usual imagery of parents lovingly looking at their children wearing graduation hats and holding degrees.
IDBI had made getting a loan for higher studies very simple and easy. This simplicity was showcased as a category-defining visual idea.
This ad is often discussed in management colleges and has been featured on several international websites in their best list for many years.