Campaign India Team
Feb 01, 2017

Airtel claims to have more bank for the buck

Watch the TVCs conceptualised by Taproot Dentsu here

Airtel Payments Bank has rolled out a 360-degree launch campaign to showcase its differentiated, convenient digital banking offerings
The first of three TVCs was released yesterday during the India-England T-20 match. One film opens at a bank. A lady is standing in a long queue and is seemingly harrowed as she complains aloud about how bank processes are so inconvenient to give us our own money.
This campaign, based on the theme, 'Bank Hai Par Alag Hai' (it’s a bank but with a difference), highlights Airtel Payments Bank’s differentiated banking model that leverages the vast network of neighbourhood Airtel retail outlets, which take convenient digital banking closer to the customer.  

The campaign is based on customer insights regarding their day to day experience with traditional banking and brings to fore some of the most common challenges faced by them.
Other than the three films, the campaign comprises of outdoor, radio and digital.
Shashi Arora, MD and CEO, Airtel Payments Bank, India, said, "Our simple and very convenient banking model that leverages Airtel’s vast retail network will add a new dimension to the way India banks and contributes to financial inclusion in the country.”
Agnello Dias, co-founder and CCO, Taproot-Dentsu, added, “Consumers are looking for simple and efficient modes of banking. The thought behind the campaign was to look at the proposition from a common man’s perspective and his expectations from a bank. We have chosen an approach that is frank and engaging.”
Client: Airtel
Creative agency: Taproot Dentsu
Creative team: Gargi Raju, Piyush Gupta
Director: Nitin Parmar
Production: Equinox Films
Media Agency: GroupM
Campaign India

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