Axis Bank has rolled out an ad campaign for its recently introduced multi-social payment app, Ping Pay. Conceptualised by Lowe Lintas + Partners, the film features Bollywood actor and Axis Bank brand ambassador Deepika Padukone. The app allows users to transfer money and recharge mobile using social and messaging channels like Whatsapp, facebook, Twitter, e–mail and SMS.
The film begins with Padukone talking about monetary exchanges between friends. She says that it never happens silently, as he clicks on the Ping Pay app on her phone. What follows is a collection of scenes that highlight this banter.
The first interaction shows a young man sending money to his friend over Whatsapp – the exchange is accompanied by filmi-style banter. This is followed by an exchange over Twitter and facebook, in different contexts: a guy splitting the bill for pizza with his roomie; a girl asking her friend to split the bill for an outing; an elder brother telling his sibling that it’s the last time he’s sending him money included. Laced with humour and thinly veiled insults, the film also showcases the functioning of the apps with a flick.
Padukone says when friends exchange money, they don’t just ‘pay’, but ‘pay and say’. She explains that the app works without the need to enter bank account details. She sends her photographer friend money and along with a message, reminding him that she never forgets to repay her debts.
Rajiv Anand, president, retail banking, Axis Bank, said, “The payments landscape is evolving at a lightning pace. Consumers’ association with their mobile phone today, their behaviour on social media platforms and relationship with money are key variables now impacting the dynamics of payments in a consumer’s life.”
He added that Ping Pay integrates these aspects, making it the only multi-social payment app that also allows appending texts, pictures, audio and videos along with the money transfer.
Arun Iyer, national creative director, Lowe Lintas + Partners, added, “Ping Pay is yet another exemplary initiative by Axis Bank. The product is primarily designed keeping the youth in mind. While thinking of the communication idea, we recollected and observed how money transactions between friends are informal, and are often accompanied by fun, humour and sarcasm. It is this casual nature of youngsters which inspired our campaign execution.”
Client: Axis Bank
Creative agency: Lowe Lintas + Partners