Global integrated payments company American Express has launched a new integrated 360-degree ad campaign for its metal Platinum Charge Card with actor, singer, director and producer Farhan Akhtar.
The campaign, âMetal makes it possibleâ, features American Express Platinum Charge Card in an all new metallic avatar, highlighting American Expressâ powerful backing that enables customers to live life to the fullest.
Developed and created by Ogilvy, the 360-degree awareness and acquisition campaign will last for a period of six weeks. The campaign will be spread across digital, TV, print and outdoor. It targets 40-50 year-old, self-made entrepreneurs and professionals who are confident of their own ability. They go after authentic products and services that deliver value and have substance. They travel frequently and a majority of their spend is on overseas travel. The campaign aims to highlight the fact that this audience is made of a different mettle and values experiences over things. The television commercial shows a protagonist who challenges expectations, does not settle for the ordinary and expects the same from his Card.
Manoj Adlakha, CEO, American Express Banking Corp., India, said, âThe world over, American Express stands for premium service and experience. We have a deep understanding of the unique lifestyle preferences and affinities of the premium segment in India. This has enabled us to enhance the value proposition of our Platinum Charge Card through inimitable benefits such as global access, experiences and service, and no pre-set spending limit.â
Adlakha added, âFarhan Akhtar is a multi-faceted talent who not only resonates well with our brand but also with our card members. Through his focus on perfectionism, he is an embodiment of a âresolute achieverâ in the way we define our target audience. The charm he exudes and the charisma his presence lends to the campaign speaks to the refined tastes of our card members and prospects, at whom the campaign is directed.â
Ritu Sharda, Chief Creative Officer, Ogilvy India North, said, âAmerican Express is known to be a cutting-edge brand in the banking and financial services sector and the metal Platinum Card brings that alive. This campaign looks at matching the metal of the Platinum Card to the mettle of its owners, through its range of exclusive benefits. The different aspects of the card and its unique offerings are amplified across print, television, digital and social.â
Creative Agency: Ogilvy
Creative Team: Ritu Sharda (CCO), Abhishek Gupta, Debasish Mandal, Abhishek Srivastav, Pawan Singh, Pratim Roy
Client Servicing Team: Kunal Jeswani (CEO), Sidharth Shukla, Namita Koshy (VP, Client Servicing) , Shreemoyee Ganguly, Mohit Choudhary
Media Planning Agency: UM Lodestar
DoP: Satchith Paulose
Director: Keyur Shah
Production House: Karma