Axis Bank has launched an 'Active' fitness band in partnership with GoQii. It allows customers to make payments at NFC-enabled outlets (50,000 in India according to the website), track their fitness and earn reward points from the bank for the same. A film promoting the launch has been conceptualised by L&K Saatchi & Saatchi.
It opens with a young woman at a store. She's seen stretching and exercising while pointing to the item she wants. As the amused cashier hands it to her, the customer uses the Axis Active fitness band on her wrist to make the payment. She continues with her exercise while leaving the store. Elsewhere, a man walks into a jewellery store, also exercising. He too uses his fitness band to make the payment. Subsequent shots show the duo engaged (separately) in some form of exercise through the day – whether while applying nail paint or hailing a taxi. It ends with the man presenting the ring and proposing to the girl at a restaurant, while working out. The film ends with the voice over introducing the service.
The film went live on the bank's YouTube page on 26 August 2016.
In December last year, Emirates NBD in Dubai had launched a Fitness Account. Here's a spot that urged viewers to get the app and open a 'Fitness Account' that would give them higher interest based on their fitness performance,