Created by Lowe Lintas, the campaign to promote Ping Pay shows how money transactions between friends are informal and are often accompanied by fun, humour and sarcasm
BestMediaInfo Bureau | Delhi | June 10, 2015
Axis Bank has rolled out a new campaign around its recently introduced multi-social payment app, Ping Pay. The app allows users to transfer money and recharge mobile using social and messaging channels like Whatsapp, Facebook, Twitter, email and SMS without even knowing the bank account details of the beneficiary.
Ping Pay has been developed in partnership with Fastacash, a Singapore-based firm that brings technology to end users by partnering with banks, mobile operators and payment service providers, to name a few.
Axis Bank’s marketing objective with the launch of this product was to cater to the ever evolving need of making payments convenient for the young and progressive Indians the Bank caters to, who are ready to move to the next level of banking and payments powered by technology.
Speaking on the launch of this campaign, Rajiv Anand, President, Retail Banking, Axis Bank, said, “The payments landscape is evolving at a lightening pace. Consumers’ association with their mobile phone today, their behaviour on social media platforms and relationship with money are key variables now impacting the dynamics of payments in a consumer’s life. Ping Pay seamlessly integrates these aspects, bringing to the market the only multi-social payment app that also allows appending texts, pictures, audio and videos along with the money transfer.”
The campaign, designed by Lowe Lintas, Mumbai, is based on the insight that instances of money exchange between friends do not involve just the exchange of money, but also an emotion which sums up the story around the money exchange. The commercials articulate this insight as ‘Jab bhi Pay karo, kuch na kuch say karo’ or ‘Whenever you pay, say what you want to say’. The thought is brought alive in the films with several instances of friends exchanging comments, pictures, etc., when they pay money to each other.
Arun Iyer, National Creative Director, Lowe Lintas + Partners, said, “Ping Pay is yet another exemplary initiative by Axis Bank. The product is primarily designed keeping the youth in mind. While thinking of the communication idea, we recollected and observed how money transactions between friends are informal, and are often accompanied by fun, humour and sarcasm. It is this casual nature of youngsters which inspired our campaign execution.”
Client: Axis Bank
Creative agency: Lowe Lintas + Partners
Creative: National Creative Director – Arun Iyer, Executive Creative Director – Amar Singh (Copy), Executive Creative Director – Aakash Das (Art)
Business: Executive Director – Shantanu Sapre
Production house: Coconut Films
Producer: Tushar Raut
Director: Shekhar Kamble