American Express targets those living the hybrid life

American Express has rolled out a brand campaign in India targetting those who live the hybrid life.

 

The film shows how American Express looks to support its customers in life and in business. Conceptualised by mcgarrybowen globally, Ogilvy worked on localising the campaign in India. Mindshare has also worked on the campaign.

 

Manoj Adlakha, CEO, American Express Banking Corp. India, said, “This is the first time we’re introducing a campaign that speaks to all of the customer segments we serve, with a single, overarching message: American Express has your back, in life and in work. Relationships are core to who we are. Since our inception, we’ve put our customers at the center of everything we do. The campaign reinforces the enduring relationships we have with our customers and how we support them in ways big and small.”

 

On the brief, he added, “The brief was to create brand campaign which can drive awareness and consideration for Amex India. To create a campaign which resonates with Indian TG (PGP - People Going Places) ,the key objective was to establish the backing concept through various proof points and ensuring Amex becomes the brand of choice for consumer and business. The way people work and live has transformed – there is greater interconnectedness in both personal and work life, as well as real and virtual interactions. This blended, hybrid lifestyle is the new norm across the world and India is no exception. The new brand platform is a response to the fact that our customers are living diverse and layered lives. Our new campaign focuses on the powerful backing that we provide our customers and partners, enabling them to navigate this blended lifestyle.”

 

Ruchi Mathur, EVP – North and East India, Mindshare, said, “For today’s audiences with hybrid lives and complex paths to purchase, we leveraged relevant media and data intelligence to decode the mindset, media consumption behaviours and connected journeys to deliver the communication to each audience segment, in the right context through the right medium. Basis these findings, we developed an integrated brand and demand focused media strategy that will keep the audiences engaged throughout the brand funnel, finally leading them towards becoming American Express members.”

 

The campaign went on air on 24 July and will be running till September informed Adlakha.