AU Bank's digital-only campaign introduces the LIT credit card

AU Small Finance Bank has launched a new digital-only campaign for its new offering, LIT (Live It Today) credit card.

The card is targeted at empowering the young, digital-savvy cardholders by providing them the ‘Power of Choices’.

Taking ahead the ‘Badlaav’ philosophy of AU Bank, LIT allows cardholders to customise their bouquet of credit card features as per their ever-changing lifestyle requirements instead of predefined features. It is India’s first customisable credit card that enables users to choose benefits and build their card as per their wish – giving the users access to everything they want, till they want it.

Launched over YouTube, the digital-only campaign of LIT credit card includes three 15-second films that highlight the unique benefits that it has to offer:

·       LIT means Paying Only for Features You Use: The film shows a man taking a bite from a cupcake and only paying for that bite.

·       LIT means Choosing Only Features You Want: The film begins with a salesperson asking a customer which mobile she would like to purchase. The lady chooses three features from three different mobiles.

·       LIT means Turning Features ON/OFF As Per Your Wish: The film begins with a man proposing a woman and live band playing in the background. The woman accepts the proposal and ask, “if this can be cancelled later on?”, leaving everyone surprised.

The three films use humorous analogies to demonstrate selecting benefits as per individual’s lifestyle, choosing a pricing as per individual’s need and convenience of Switching ON/OFF benefits as and when one wishes. The crisp communication would help capture the attention of the social media savvy audience that is used to having customised solutions.

The brand’s objective is to make sure that the films focus on explaining the key tenets of the product effectively.

Uttam Tibrewal, Executive Director, AU Small Finance Bank, said, “Technology and a customer-targeted approach have always helped us bring about the disruption that addresses every aspect of our customer’s ever-evolving needs. Over the years, we learned that the fast-paced advancement in technology and accelerated use of the internet has changed what today’s digital-savvy customers want – more control and pay on-the-go. As we built a product for this new-age customer segment, we consciously chose digital platforms and a snackable format for marketing. The digital campaign of LIT Credit Card is a performance-driven marketing campaign focusing on lead generation. To capture the product proposition most effectively, the overall marketing campaign effectively captures the theme of One Credit Card. Many Possibilities. All In Your Control.”

Bakery: 

Mobile: 

Proposal: 

Credits: 

Client: AU Small Finance Bank

Production House: EiPi Media

Producer: Rohit Reddy, EiPi Media

Director: Rohit Reddy, EiPi Media

Music Composer: EiPi Media

Original Music: Rohit Reddy, EiPi Media

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