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Airtel Payments Bank takes digital banking closer to the customer

Conceptualised by Taproot Dentsu, the campaign 'Bank Hai Par Alag Hai' highlights Airtel Payments Bank's vast network of neighbourhood Airtel retail outlets

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Airtel Payments Bank takes digital banking closer to the customer

Airtel Payments Bank takes digital banking closer to the customer

Conceptualised by Taproot Dentsu, the campaign 'Bank Hai Par Alag Hai' highlights Airtel Payments Bank's vast network of neighbourhood Airtel retail outlets

BestMediaInfo Bureau | Mumbai | February 7, 2017

Airtel-Payments-Bank Click on the Image to watch the TVC.

Airtel Payments Bank announced the rollout of a 360-degree launch campaign to showcase its digital banking offering, which is being highlighted as a refreshing change from traditional banking, for its customers. Conceptualised by Taproot Dentsu, the campaign hit the TV screens during the India-England T-20 match on February 1, 2017.

The campaign, based on the theme 'Bank Hai Par Alag Hai', highlights Airtel Payments Bank's differentiated banking model that leverages the vast network of neighbourhood Airtel retail outlets, which take convenient digital banking closer to the customer.

Shashi Arora, MD and CEO, Airtel Payments Bank, India, said, "Airtel Payments Bank aims to take banking closer to every Indian. Our simple and very convenient banking model that leverages Airtel's vast retail network will add a new dimension to the way India banks and contribute to financial inclusion in the country.”

The campaign is based on customer insights regarding their day-to-day experience with traditional banking and brings to fore some of the most common challenges faced by them. Airtel Payments Bank, which is leading the creation of a new category of banking in India, is trying to address some of the banking challenges with its innovative approach.

With Airtel Payment Bank, one can open a bank account in less than three minutes, with just an Aadhaar number. It gives an interest rate of 7.25 per cent on savings deposits, the highest in India. It offers cash deposit and withdrawal at any banking point. The bank also offers free personal accident insurance of Rs 1 lakh. Any neighbourhood Airtel retailer can transfer easy money to anywhere in India. They also offer cashless payments to over one million merchants across the country.

Agnello Dias Agnello Dias

Agnello Dias, Chairman and Co-Founder, Taproot Dentsu, said, “Consumers are looking for simple and efficient modes of banking and the thought behind the campaign was to look at the proposition from a common man's perspective and his expectations from a bank. Airtel Payments Bank is leading the creation of an entirely new banking category in India and we have chosen an approach that is frank and engaging.”

In the first campaign, a girl is shown standing in a bank queue. Fed up of the lengthy procedures, she wonders if a bank could function like a shop. At the end she lands up at a shop that has Airtel Payments Bank and that makes her life simple.

In the second campaign, a girl is shown sharing her father's problem that he faces when he goes to the bank every time she sends money to him. She too wonders what if banking becomes as easy as going to a shop and lands at a shop, which has an Airtel Payments Bank.

In the third TVC, a man talks about various interest rates banks offer on various schemes. But at Airtel Payments Bank, one gets a fixed interest rate of 7.25 per cent on savings deposits, the highest in India.

TV commercials will support legs in outdoor, radio and digital mediums, which will play a big role in delivering the message to the audience.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/Airtel-Payments-Bank.jpg

Credits:

Creative agency: Taproot

Creative team: Gargi Raju, Piyush Gupta

Director: Nitin Parmar

Original Composition: AR Rahman (Airtel tune)

Production: Equinox Films

Media Agency: GroupM

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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