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Airtel Payments Bank campaign showcases simplification of digital banking

Conceived by Taproot Dentsu, the campaign shows how Airtel Payments Bank has been working towards taking hyper-local banking services to people’s doorstep through a network of banking correspondents who are essentially neighbourhood stores

Click on the Image to watch the TVC.

Airtel Payments Bank released a campaign based on the theme “Ab nazdeeki dukaan, aapka bank”, highlighting the importance of a deeply distributed network of banking points as it takes banking services closer to every Indian.

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Conceived by Taproot Dentsu, the campaign will have a 360-degree media mix, including TV, print and outdoor, which will be rolled out in a phased manner. The campaign is led by a TVC that depicts an interesting story of a college student who is able to get started with a bank account at a familiar neighbourhood store and also make cash withdrawal from the account in a matter of minutes to be able to timely deposit her college tuition fees. All this, given the intrinsic features of Airtel Payments Bank.

Since its inception, Airtel Payments Bank has been working towards taking hyper-local banking services to the doorstep of every Indian. For this, in addition to being completely paperless and fully digital, the company built an innovative and strong network of banking correspondents who are essentially the hyper-local neighbourhood stores or the more famously known “kirana” stores that are easily accessible to residents in and around the locality.


Airtel Payments Bank has kept its service engine running during the Covid-19 lockdown. Over 200,000 banking correspondents of Airtel Payments Bank worked on ground to make sure customers are able to withdraw cash, make money transfers and even buy a range of insurance (health, life, and general) products without having to step out of their neighbourhood and contribute to social distancing norms.

Anubrata Biswas, MD and CEO, Airtel Payments Bank, said, “We have always had the end consumer at the heart of everything we do as we inch closer to our vision of taking banking services to the underserved majority. We have been extensively working to innovate and build a differentiated and relevant banking ecosystem that is simple, convenient and easily accessible for everyone. With our unique retail based model of small kiranas, medical store and other neighbourhood shops that work as banking points, we have been able to making banking services easily accessible across the deeper pockets of the country.”

Agnello Dias, Co-founder and Chief Creative Officer, Taproot Dentsu, said, “Airtel Payments Bank is a sorely-needed advantage in these times and the communication, especially the film, highlights how it can be a life saver when you need it most. The ease and simplicity with which you can open an account is vividly demonstrated in this storyline which dramatises an emergency in a positive manner.”



Campaign Leads from Airtel Payments Bank: Udit Jain (Head of Marketing) and Nakul Chaturvedi (Lead ATL, Airtel Payments Bank)

Agency: Taproot Dentsu

Chief Creative Officer: Agnello Dias, Santosh Padhi

Executive Creative Director: Pallavi Chakravarti

Account Management Head: Abhishek Kalzunkar

Production House: Equinox Films

Director: Ram Madhvani

Producer: Rhea Prabhu

Music: Sameer Uddin

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