Campaign India Team
Aug 13, 2020

Axis Bank claps for those who tap

Watch the films conceptualised by Lowe Lintas here

Axis Bank has rolled out a campaign through which looks to encourage contactless transactions amidst the Covid-19 pandemic.
The campaign consists of three films - one each at a fuel pump, super market and bakery. As the consumers pay the bill using their Axis Bank card's 'tap to pay' feature, clap emojis appear to celebrate their contactless payment.

Asha Kharga, EVP and group CMO, Axis Bank, said, “Axis Bank is a leader in the contactless cards payments space with more than 90 per cent of our credit cards enabling consumers to simply tap and pay. Post Covid we saw a big surge in contactless payments, which means the consumer prefers tapping her card rather than touching a POS terminal to swipe or insert her card. The intent was to drive better awareness of this feature especially due to higher relevance. In these times where every step towards safety counts, we hope to drive adoption of contactless payments, both for consumers and merchants for their everyday transactions."
Amar Singh, regional creative officer, Lowe Lintas, said, “Conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre, these films use the quick reaction emoji feature commonly seen when live streaming, to acknowledge the act of tapping to make payments. The intent being to encourage people to switch from the conventional to the contactless. Because this simple switch can go on to save lives.”
Client: Asha Kharga, Ananya Shukla, Puja Thakkar, Sheetal Nagpur
Creative team: Prateek Bhardwaj, Amar Singh, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Tejas Dangre, Cohaan Dias
Account management: Shantanu Sapre, Jay Ladhani, Nitasha Chandnani
Planning: Aditi Patwardhan, Abhishek Joshi
Production: Twism Design
Director: Sachin Pillai
Campaign India

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