The "What?" 

After Citi Commercial Bank wound up its retail business in India the primary challenge faced by the brand was the need to re-emphasize its brand image as a key contributor to business growth, both domestically and internationally. The bank recognized the importance of subtly showcasing its role in the success of its entrepreneurial partners without overshadowing their achievements. This delicate balance was crucial in redefining the bank's image to being an enabler of growth and success. The initiative was part of a broader strategy to reposition the bank in the eyes of its clients and the market, ensuring that its contributions were recognized in a manner that was respectful and not self-aggrandizing. 

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The "How?" 

Introducing 'The Makers Of India'; a series of short films, meticulously crafted to capture the essence of India's entrepreneurial spirit and Citi's pivotal role in nurturing it. Directed by the award-winning filmmaker Brahmanand S. Singh, the series wasn't just a quick in-and-out project. Instead, it involved a time-intensive, deep-dive approach. We delved into the stories of pioneering individuals driving growth in sectors like pharmaceuticals, chemicals, sourcing, supply chain, and manufacturing. This approach allowed us to gain profound insights into the companies' operations and their symbiotic relationship with Citi. 

The series stands as a compelling testament to the drive and determination of India's business leaders and their significant contributions to the nation's progress. It's a portrayal of dedication, both in the subjects it covers and in its own creation.

The Impact

The 'The Makers Of India' series, initially launched as a local initiative, resonated so powerfully that it expanded into the 'The Makers of Asia Pacific'. This evolution marked the inclusion of stories from visionary business leaders in Hong Kong, Malaysia, and Singapore, who, much like their Indian counterparts, started small but dared to dream big.

Originally, the series showcased Citi's instrumental role in nurturing business growth within India, celebrating the thriving entrepreneurial spirit in the country. It highlighted the resilience, innovation, and passion driving India's business leaders, while also demonstrating Citi's commitment to supporting such dynamic growth. As the series gained prominence, it had a profound impact on the Indian business community. Many Indian entrepreneurs began to view Citi not just as a financial institution, but as a catalyst for innovation and growth. The series instilled a newfound confidence in Citi among these business owners, underscoring the bank's role in their success stories.

Furthermore, the series' success created a ripple effect, with entrepreneurs across the region aspiring to be featured in it. They recognized the value of being associated with a platform that not only highlights business success but also aligns with an international bank renowned for empowering growth and innovation. The transition from 'The Makers Of India' to 'The Makers of Asia Pacific' marked a significant milestone, showcasing the universal appeal of entrepreneurial dreams and the role of Citi in bringing these dreams to fruition on a larger, more diverse stage."

Link: https://www.citigroup.com/global/insights/commercial-bank/the-makers-of-asia-pacific