Advertising In-Depth
Vinita Bhatia
4 hours ago

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 wallet”, the campaign reinterprets age-old prudence through a digital lens.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

AI agents collapse the wall between marketing and CX

1 AI agents collapse the wall between marketing and CX

GEO ‘converts like crazy’ and is already rivalling SEO for revenue, says Neil Patel

2 GEO ‘converts like crazy’ and is already rivalling SEO for revenue, says Neil Patel

AI’s double-click: More speed, less soul?

3 AI’s double-click: More speed, less soul?

Consumer health giant Kenvue begins global agency review

4 Consumer health giant Kenvue begins global agency review

Haleon splits global creative account with WPP and Publicis Groupe

5 Haleon splits global creative account with WPP and Publicis Groupe

Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

6 Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

Monsoon rains force brands to rethink festive advertising

7 Monsoon rains force brands to rethink festive advertising

Grey’s global CEO Laura Maness departs

8 Grey’s global CEO Laura Maness departs

‘Song is changing Accenture’: CEO Ndidi Oteh on media, M&A and ‘Big Four’ agency rivalry

9 ‘Song is changing Accenture’: CEO Ndidi Oteh on media, M&A and ‘Big Four’ agency rivalry

Edelman makes global leadership changes

10 Edelman makes global leadership changes

Related Articles

Clickbait’s worst enemy just got a signal boost
Advertising
Jun 02, 2025
Campaign India Team

Clickbait’s worst enemy just got a signal boost

Airtel Payments Bank hires Shilpi Kapoor as CMO
Marketing
Jul 05, 2022
Campaign India Team

Airtel Payments Bank hires Shilpi Kapoor as CMO

Can BHIM’s emotional pivot win the trust battle in digital payments?
Advertising
Apr 24, 2025
Vinita Bhatia

Can BHIM’s emotional pivot win the trust battle in ...

Are awards Fundamental?
Advertising
Jun 09, 2025
Nishant Saurabh

Are awards Fundamental?

Just Published

Are brands safe next to politics? Stagwell’s APAC study says yes
Marketing
1 hour ago
Staff Reporters

Are brands safe next to politics? Stagwell’s APAC ...

Stagwell’s APAC study finds ads perform similarly across business, politics, crime, and entertainment—the Singapore Future of News forum goes ahead despite the holding company’s recent storm.

ChatGPT and AI platforms do not get advertisers, says DoubleVerify’s Mark Zagorski
Marketing
1 hour ago
Robert Jeffery

ChatGPT and AI platforms do not get advertisers, ...

Mark Zagorski says AI is moving fast, but most platforms “don’t get advertisers.” Under Adalytics scrutiny, DV is betting on social, CTV, and open web programmatic to stay indispensable to brands.

Livpure filters out fine print, not just water
Advertising
4 hours ago
Campaign India Team

Livpure filters out fine print, not just water

Its new campaign calls time on tech talk and hidden terms, questioning whether AIoT is clarity—or just clever marketing.

Marketers shift focus from sparkle to substance at SMARTIES 2025
Marketing
1 day ago
Campaign India Team

Marketers shift focus from sparkle to substance at ...

This year’s awards spotlighted a sharper marketing ethos; where AI, inclusion, and measurable impact outshone hype, vanity metrics, and fleeting creative dazzle.