Advertising In-Depth
Vinita Bhatia
Oct 14, 2025

Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

INSIDE THE AD: In a market obsessed with speed and cashback, Airtel Payments Bank’s latest campaign urges Indians to slow down—and bank smarter.

By positioning the Airtel Payments Bank account as a separate “spending account”, the campaign reinterprets age-old prudence through a digital lens.

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