The bank says its new ICICIATIVE service will provide Dish TV viewers with access to information on various types of accounts and deposits. Viewers will also be able to use the service to find the nearest ICICI branch and ATM.

Product information will be shown on screen along with a free phone customer service telephone number.

ICICI Bank says the television service "will allow potential customers to be pre-informed of the services which will lead to faster processing and delivery".

Commenting on the service, Maninder Juneja, head of retail liabilities, ICICI Bank, says: "We are always innovating and exploring new opportunities, to bring banking to the masses. Currently, there are around seven million active digital TV viewers and the numbers are expected to grow further. The association with Dish TV will enable us to further extend our reach and offer latest information to the customers."